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CIB-MB19
MBA 19-21: Term-VI

Course: Corporate Image Building (CIB)

Credits 3.0
Faculty Name Prof. Sumitra Balakrishnan
ProgramMBA(BM) : Class 2019-2021
Academic Year and Term2020-21: Term VI

1. Course Description
A ‘good’ corporate image is one that the target group of stakeholders can favorably relate to, and can use to form a good impression. Business and corporations can no longer depend on default goodwill from the public. They have to be active watchers, listeners and speakers to deliver the public good and earn goodwill. This takes a careful balance of brand management, corporate communications, public relations, advertising, media relations along with tactics for crisis control. Internal and external stakeholders are equally instrumental in shaping and propagating a corporate’s image. To maintain a positive image internally, it is more than just employee relations, it takes involvement, participation and appreciation of feedback at all levels.
The course aims to understand the components and processes of image building, examine its importance for a business and look at some strategies that contribute towards a sustainable image for a corporate. Prominent cases and industry examples will contribute towards an understanding of the same.

2. Student Learning Outcomes
At the end of the course, students would ideally :
· Identify chief components of a corporate image and factors that affect the same
· Analyze the relationship between corporate image management and corporate brand management
· Understand the process of building a positive image through communication
· Understand stakeholders’ needs and map communication activities specifically
· Recognize organizational, communicative and environmental contributors to the process and optimize the same for a sustainable corporate reputation
3. Required Text Books and Reading Material
· There is no specific text book prescribed for this course. The reference books listed herein, along with the articles and case readings mentioned in the main outline will be mainly required. Any supplementary reading material will be given as handouts in the classroom.
· Online learning resources in the form of vlogs and videos will be provided with some notice, and will be a good source for quick analysis. So, keep your sensory capabilities on the high.
· Please note that the articles and case readings are to be read before class and not to be read in class. The time in class is to be utilized in discussing the concepts related to them and the idea surrounding them or how they work.
· Chief Reading Material as perspective for course : Balmer, J. M. (2001). Corporate identity, corporate branding and corporate marketing–Seeing through the fog. European journal of marketing.

4. Reference Books
a. Corporate Communication: A Guide to Theory and Practice by Joep P. Cornelissen
b. Creating Corporate Reputations: Identity, Image, and Performance -Grahame Dowling (OUP)
c. The Handbook of Communication and Corporate Reputation by Craig E. Carroll (Ed.) Chichester, UK: Wiley-Blackwell, 2013
d. Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.


1. Tentative Session Plan
Session No.
    Topic/ Session Detail
Reading/Case list
Session 1 &2
Develop the rationale for management of a corporate image ( 2 sessions)

· Understand the concepts related to corporate image
· Evaluate the relationship between corporate identity, image and reputation
· Significance of corporate image management
· Internal and external forces that impact corporate image
· What all a corporate image impact?

Pre-reading : Schroeder, J. E. (2017). Corporate branding in perspective: a typology. European Journal of Marketing.
Session 3
Determine the scope of corporate image and reputation (1 session)

· How do the elements of corporate strategy, culture, structure contribute to its positioning?
· Understand stakeholder mapping processes to identify key internal and external stakeholders
· How are communication programs chosen for specific stakeholder groups?
· Understand perception and positioning for various stakeholder groups.

· John M.T. Balmer (1998) Corporate Identity and the Advent of Corporate Marketing, Journal of Marketing Management, 14:8, 963-996, DOI: 10.1362/026725798784867536
· Balmer, J.M.T. and Gray, E.R. (2003), "Corporate brands: what are they? What of them?", European Journal of Marketing, Vol. 37 No. 7/8, pp. 972-997.
Session 4 & 5
The inter-relation between Corporate Brand and Corporate marketing (2 sessions)

· The brand reputation-dilemma
· How is branding and brand positioning related to corporate image?
· Understanding the Corporate brand and its main elements
· Understand how it is a brand asset in the brand clutter
· What are the challenges of corporate brand management in a social world?

· Aaker, D. A. (2004). Leveraging the corporate brand. California management review, 46(3), 6-18.
· Case : Jet Blue : Creating a Social Brand
Sessions 6 & 7
Developing corporate brands and image enhancement (2 sessions)

· Understand the corporate character (personality) of the organization
· Identity mix: behaviour, communication and symbolism
· Examine the brand strategy and portfolio to understand communication needs

Reference : Cornellison Ch.5


· The Birkigt and Stadler model of corporate identity (Birkigt, K. and Stadler, M. (1986) - Birkigt, K. and Stadler, M. (1986) Corporate Identity: Grundlagen, Funktionen und Fallbeispiele. Landsberg am Lech: Verlag Moderne Industrie
Session 8 to 10
Image management for different stakeholder groups and its interaction with branding (3 sessions)

· Image management for different stakeholder groups
· Interdependence of internal, employer and corporate branding
· Leader’s role in interaction and leadership communication
· Internal reputation
· Industry example discussions

Stakeholder management. -Cornelisson (ch.4).

· Case : Barclays Bank: How (Not) to Communicate with Stakeholders
· Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career development international.
· Foster, C., Punjaisri, K., & Cheng, R. (2011). Exploring the relationship between corporate, internal and employer branding-an empirical study. Balmer, J. M., & Greyser, S. A. (2002). Managing the multiple identities of the corporation. California management review, 44(3), 72-86.

Session 11 to 17
· Contributors from the communication mix (7 sessions)
· Corporate Visual Identity (CVI)
· Corporate Communication and PR
· Specific Brand Elements
· Corporate advertising and visual communication
· Crisis communication :organizational response and image management
· Corporate reputation and CSR communication		Carroll-Ch.9

Dowling Ch.7



· https://design.google/library/evolving-google-identity/
· The Uber Brand System and elements : https://brand.uber.com/

    · A Study of 597 Logos Shows Which Kind Is Most Effective - Jonathan Luffarelli, Mudra Mukesh and Ammara Mahmood (HBR)
    · Chaudhri, V. (2016). Corporate social responsibility and the communication imperative: Perspectives from CSR managers. International Journal of Business Communication, 53(4), 419-442.
    · Bolhuis, W., de Jong, M. D., & van den Bosch, A. L. (2018). Corporate rebranding: effects of corporate visual identity changes on employees and consumers. Journal of marketing communications, 24(1), 3-16.
    · Schaefer, S. D., Terlutter, R., & Diehl, S. (2020). Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domains. International Journal of Advertising, 39(2), 191-212.
    · Analytical Perspective : Mitchell, C. (2002). Selling the brand inside. Harvard business review, 80(1), 99-101.
    · Discussion : Greenpeace, Nestle and the Palm Oil Controversy
    · Case :Dove – A purpose driven brand in a crisis of sincerity
    Session 18 &19
    		Strategic need of image development and reputation management (3 sessions)

    · Reflect about the importance of making an image align with reputational needs
    · Understand how communication contributes to corporate brand value
    · Think strategically about how to make a reputation sustainable and turn an image into a competitive advantage for a company or an organization

    		· Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand. Harvard business review, 79(2), 128-134.
    · Corporate reputation – a value creating strategy
    · Dowling, G. R. (1993). Developing your company image into a corporate asset. Long range planning, 26(2), 101-109.
    Session 20
    		o Recap sessions · Project submissions
    N.B. The order and content of the sessions may be altered in the best interest of the learners

    4. Evaluation
      Component
    		Weightage
      Quiz
      Case discussions and presentations
      Project
      End- term
      20 %
      20 %
      20 %
      40 %

    5. Academic Integrity
    Intellectual honesty and alertness is expected. Insight, critical analysis and ability to think beyond the book will help you in this course!
    Students are required to read the portions from the reference books and study material as required before any discussion to aid equal participation.
    The faculty will be available for help and guidance online, please check for contact details and respect privacy and other obligations. Personal meetings with the faculty, if required may be arranged after discussion with the faculty and as per mutual convenience.

    Created By: Alora Kar on 11/19/2020 at 11:37 AM
    Category: BM 19-21 T-VI Doctype: Document

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