Chapter Questions
Explain what a corporate brand is. How does it differ from a product brand?
Discuss the characteristics of corporate branding and corporate identity. How are they related?
What are the building blocks of corporate reputation? What might be the building blocks of the BBC?
What are the main facets of the BBC's corporate personality?
Describe the personality or defining characteristics of five organisations. What are their distinctive differences?
What is the role of corporate communication?
Suggest ways in which planned and unplanned corporate identity cues are presented to stakeholders. Use an organisation with which you are familiar to illustrate your answer.
What are the elements that make up the corporate communication mix?
What is corporate image and how does it differ from corporate identity and corporate reputation?
Draw the CIMP model, paying particular attention to the linkages between the components