Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V.

2018 ◽  
Vol 19 (3) ◽  
pp. 371
Author(s):  
Muhammad Shaukat Malik ◽  
Sadia Aslam ◽  
Surayya Aslam
Keyword(s):  
Corporate Identity ◽  
Corporate Image ◽  
Employer Brand

scholarly journals The Balance Between Corporate Identity And Corporate Image And Its Impact On Marketing Of Universities In Ghana

2020 ◽  
Vol 8 (5) ◽  
pp. 302-315
Author(s):  
Nana Danso Boafo ◽  
Fred Agyapong ◽  
Priscilla Asare ◽  
Grace Amponsah
Keyword(s):  
Corporate Identity ◽  
Corporate Image ◽  
University Graduates ◽  
Marketing Performance ◽  
Christian Service ◽  
Convenience Sampling ◽  
The University ◽  
The Relationship ◽  
Analyze Data

Universities are adopting different strategies to attract students, enhance satisfaction level and loyalty as well as branding in a competitive market. Although university corporate identity and image is becoming an increasingly important issue in the marketing of universities in Ghana, there is sometimes a mismatch between the university corporate identity and image which can lead to poor marketing performance. This has therefore necessitated this study which is, evaluating the balance between corporate identity and corporate image and its impact on marketing performance of universities in Ghana using Christian Service University College as the case study. The study was descriptive. Population was past and current students of the university. Five hundred and seventy five (575) persons were sampled using convenience sampling method. Multiple linear regression was used to analyze data. Findings revealed a balance between CSUC corporate identity and corporate image, as it has positively impacted on the university’s marketing performance in these challenging times for private universities in Ghana. This was based on the evidence that, majority of the responses attested to the fact that the university practiced its Christian values inbuilt in its brand , also the university does what it says it stands for. Respondents were happy with lecturers and the university graduates’ performances on the field. The study recommended that Universities must create a perfect fit between their corporate identity and corporate image since they impact on their marketing performance, and also all staff must be made to understand the relationship between the institution's corporate identity and corporate image and its impact on marketing performance of the institution.

PERANCANGAN IDENTITAS VISUAL REBRANDING CITRA PERUSAHAAN CEMARA CERAMICS (DESIGN OF CEMARA CERAMICS VISUAL REBRANDING IDENTITY)

2021 ◽  
Vol 4 (1) ◽  
pp. 1
Author(s):  
Anak Agung Ngurah Gede Marhendra ◽  
Agung Eko Budiwaspada ◽  
Sangayu Ketut Laksemi Nilotama
Keyword(s):  
Design Thinking ◽  
Corporate Identity ◽  
Corporate Image ◽  
Visual Design ◽  
Stage Design ◽  
The Core ◽  
Visual Identity ◽  
The Creation ◽  
Strategy Design ◽  
Core Problem

<p>Abstract Design of Cemara Ceramics Visual Rebranding Identity aims to produce a concept strategy and visual rebranding of the Cemara Ceramics company and produce a Cemara Ceramics rebranding visual identity design in order to encourage the creation of a new identity image. The method in this design uses a 5-stage Design Thinking approach, namely Empathize, Define, Ideate, Prototype and Test. The result achieved is the design of the new Cemara Ceramics corporate identity. With the use of the design thinking method in this research, various problems related to the company image of Cemara Ceramics can be found. The core problem obtained is how to design a strategy and concept of visual identity rebranding to encourage the creation of a new corporate image of Cemara Ceramics.</p><p>Keywords: visual rebranding identity, concept strategy, design thinking</p><p>Abstrak Perancangan Identitas Visual Rebranding Citra Perusahaan Cemara Ceramics ini bertujuan untuk menghasilkan strategi konsep dan visual rebranding perusahaan Cemara Ceramics serta menghasilkan rancangan identitas visual rebranding Cemara Ceramics dalam rangka mendorong terciptanya citra identitas yang baru. Metode dalam perancangan ini menggunakan pendekatan 5 tahapan Design Thinking yaitu Empathize, Define, Ideate, Prototype dan Test. Hasil yang dicapai yaitu rancangan corporate identity Cemara Ceramics yang baru. Dengan adanya penggunaan metode design thinking pada penelitian ini dapat menemukan berbagai permasalahan terkait citra perusahaan Cemara Ceramics. Permasalahan inti yang didapat yaitu mengenai bagaimana merancang strategi dan konsep identitas visual rebranding untuk mendorong terciptanya citra baru perusahaan Cemara Ceramics.</p><p>Kata kunci: identitas visual rebranding, strategi konsep dan visual, design thinking</p>

scholarly journals METHODOLOGICAL PROBLEMS IN THE ASSESSMENT OF THE EMPLOYER'S BRAND

2019 ◽  
Vol 34 (5) ◽  
pp. 1275-1282
Author(s):  
Nedka Nikolova
Keyword(s):  
Human Capital ◽  
Corporate Identity ◽  
Theory And Practice ◽  
Human Capital Management ◽  
Component Structure ◽  
Strategic Human Capital ◽  
Employer Brand ◽  
Marketing Tool ◽  
First Time ◽  
Conceptual Nature

HR brand is a new socio-economic and management phenomenon that now shapes its theory and develops its potential in practice. Interest in its application is growing globally, both theoretically and practically. The HR-brand concept is rapidly developing as an effective marketing tool for strategic human capital management, creating a positive corporate identity and increasing the organization's competitiveness, but to date there is no systematized uniform theory and methodology. With increasing interest, its conceptual nature, component structure, models and technology for construction and development, as well as the effects of its application in strategic terms are discussed. A central methodological problem in theory and practice is the assessment of the employer's brand as part of the intangible assets of the firm, which has a significant role in the formation of market capitalization. Specialized scientific literature proposes different approaches, methodologies, models that are fragmented. The rapid development of high technologies and the intensive update of the technological and socio-economic infrastructure of the society, the dynamic state of the economy and the growing competition in the open labor market are only a part of the factors that make the problem of the shortage of highly qualified specialists a global, multi-dimensional and multi-level problem. As a new phenomenon, it requires formulation, structuring and complex research - in a managerial, organizational, social, economic and psychological aspect. Labor market globalization and the "war for talents" motivate many companies to seek new management approaches. With the development of the theory and methodology of marketing and the expansion of its practical application on the basis of modern information technology, more and more companies use marketing tools to formulate and implement their competitive strategies. The idea of applying the marketing approach to the strategic management of the human capital in the organization has been proposed and discussed for the first time by the marketing experts Simon Barrow and Tim Ambler in the period 1990-1996, when they both identified and defined for the first time a specific employer's brand (Employer Brand - EB), also called Human Resources Brand (HR - brand), different from the common corporate brand and the product brands of the organization. Unlike other corporate brands, Employer Brand identifies the organization as an employer. HR-brand is a new socio-economic and management phenomenon that is now forming its theory and develops its potential in practice. the interest in its application is increasing on a global scale, both in theory and practice. As far as the human capital is key to both small and large companies, it is equally applicable to all organizations, regardless of size and industry. The concept of the HR-brand is rapidly developing as an effective marketing tool for strategic human capital management, creating a positive corporate identity and increasing the competitiveness of the organization, but to date there is no systematized theory and methodology. With increasing interest, its conceptual nature, component structure, models and technology for construction and development, as well as the effects of its strategic application are being discussed. Various approaches, methodologies, models that have a fragmentary character are proposed in the specialized scientific literature. The belief that, to the extent that the employer's brand expresses its unique identity, it is widely believed that it should be created and developed according to a unique internal project of the organization. The main goal of the author in this publication is the systematization of the results of the theoretical research on the methods of assessment of the employer's brand.The best practices of leading global companies included in the "Fortune Global 500 Companies" are discussed. The practical significance of the study is the possibility that the results could be used by Bulgarian companies in the competitive struggle for attracting talents

Continuous Assurance and Business Compliance in Enterprise Information Systems

2017 ◽  
pp. 99-119 ◽  
Author(s):  
Rui Pedro Marques
Keyword(s):  
Information Systems ◽  
Business Processes ◽  
Corporate Image ◽  
System Support ◽  
Enterprise Information ◽  
Enterprise Information Systems ◽  
Abstraction Level ◽  
Assurance Services ◽  
Innovative Solution

The increase of reliability and compliance of business processes is currently a major concern of organizations which simultaneously intend to achieve their organizational objectives and be compliant with external regulations. Thus, organizations are frequently looking for methods, tools and solutions which enable them to improve business compliance, and reduce the likelihood of situations that may jeopardize their operational performance and corporate image. This chapter aims to bring together a set of results and conclusions from a research project whose purpose was to conceptualize and validate an innovative solution which simultaneously monitors and audits organizational transactions executed in Enterprise Information Systems. A prototype was developed and deployed in a near-real environment. From the results, we conclude that the prototype offers Continuous Assurance services and is applicable to any organizational transaction, regardless of its type, dimension, business area or even its information system support technology. This independence is guaranteed by the abstraction level of an ontological model which is used to represent the organizational transaction we intend to monitor and audit. A case study enabled us to confirm the feasibility and effectiveness of the proposal in business compliance.

Analysis of E-Commerce Application in Coal Enterprises: A Case Study of Shandong Quanxing Enterprise

2012 ◽  
Vol 263-266 ◽  
pp. 2746-2750
Author(s):  
Ling Tian ◽  
Wan Xin Xue ◽  
Xiaohong Wang
Keyword(s):  
Development Trend ◽  
Status Quo ◽  
Corporate Image ◽  
Current Development ◽  
Related Information ◽  
Operation Costs ◽  
The Status ◽  
Coal Enterprise ◽  
Coal Enterprises

Shandong Quanxing enterprise, a Chinese traditional coal enterprise to build e-commerce website actively for offering all coal-related information and services, expansion of company, promote the corporate image, optimize the internal structure, reduce operation costs, simplify distribution procedures and so on, was built in Dec 2005. This paper surveys the status quo of e-commerce application in Shandong Quanxing enterprise comprehensively from the perspective of technology, management, website, operation and cooperation. Based on the analysis and current development trend of e-commerce application, this paper puts forward with some suggestions for Shandong Quanxing enterprise.

scholarly journals Accounting for Carbon Footprint Flows in Wine Production Process. Case Study in Spanish Winery

2020 ◽  
Vol 10 (23) ◽  
pp. 8381
Author(s):  
Miguel Marco-Fondevila ◽  
José M. Moneva ◽  
Fernando Llena-Macarulla
Keyword(s):  
Supply Chain ◽  
Environmental Impact ◽  
Production Process ◽  
Carbon Footprint ◽  
Value Chain ◽  
Corporate Image ◽  
Accounting System ◽  
Low Carbon ◽  
Wine Production

Companies are gradually becoming conscious about the necessity of reducing their environmental impact and adopting low-carbon strategies in order to cope with increasing institutional and social demands. However, remaining competitive while reducing the environmental impact and improving the corporate image requires adopting sophisticated mechanisms boosting eco-efficiency and keeping costs tight. Material Flows Cost Accounting (MFCA) is an instrument that allows the monitoring of, measurement of, and accounting for physical and monetary processes along the production process. If extended to the supply chain, and applied to the energy usage and CO2 emissions, it allows one to account for the Carbon Footprint (CF) of a company and its products at any given stage of the value chain. The current paper presents a case study developed under the framework of a three-year project to introduce an energy use and carbon emissions monitoring and accounting system in a large winery company in Spain, based on the MFCA approach and CF accountability. Including the supply chain of the company and the whole farming cycle of its main input, the case study presents the method and phases adopted to implement the project, its direct and indirect results and outcomes, and the conclusions that can be extracted, which may be inspirational for practitioners and scholars envisaging similar projects.

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