Corporate Image As A Strategic Weapon

The Value of a Powerful Corporate Brand

Corporate Image Management is one of the most potent marketing and management tools available for the use of senior executives. Progressive corporate leaders will want to use this new discipline to drive their organizations in today’s increasingly competitive markets.

The corporate image communicates the organization’s mission, the professionalism of its leadership, the caliber of its employees, and its roles within the marketing environment or political landscape.

Historically, thinking and writing about the subject of corporate image has come from the area of graphic design. This approach no longer suits the global, dynamic, cross-border, and cross-cultural world in which many of today’s businesses and organizations compete.

In his book Corporate Image Management: A Marketing Discipline for the 21st Century, Steven Howard described the discipline that will be a key to successful marketing for any size enterprise.

His thinking on this subject forms the basis for this presentation, which is illustrated with stories and examples from Singapore Airlines, MasterCard Worldwide,, General Motors, Toyota, Mandarin Oriental Jakarta, and many others.

Key points:

  • Corporate Image as a Strategic Weapon
  • The 5th “P” of Marketing
  • Power of the Corporate Brand
  • Financial, Marketplace, HR and Customer Values of a Strong Corporate Brand
  • Corporate Image and Corporate Strategy
  • Importance of the Corporate Image on Relationship Building with Customers

Length: 45 to 75 minutes