For any corporation it is very important to create a distinct image in the market. This is known as a Corporate Image or Corporate Logo, which distinguishes the corporation from its competitors and provides a picture of it to the general public. It depicts the principles, beliefs, productivity of the company. This image is responsible for increasing the sales of the product and to achieve brand strategy. Corporate image creation is a marketing concept that is a strenuous and time consuming process and is carried out by experts qualifying in viral marketing and spin selling. Basically, the creation involves marketing experts who used various kinds of promotion methods and public relations. Since this image is targeted to attract the customers it should be highly appealing. Besides the marketing experts critics play an important role too.
The name of the corporation and its catch line should reflect its belief like Wal-Mart, which says that it sells for less. A logo should also be designed accordingly. Like the corporation FedEx has an arrow incorporated in its logo which depicts its fast and efficient service. Once the image is created by the corporation the next step is advertising and product distribution in the market. Like if the corporation creates luxury products, they should rope in big names in the advertising experts and the models to be featured in these ads should be super stars. Likewise, they should not distribute their products to every other store; instead they should target more hi-fi malls. Time to time, advertising and branding budget should be reviewed to cut down on cost and to be in-sync with the technology. This also helps in revamping the corporate image according to the fast changing demands of the consumer.
Another company’s products had hidden non-vegetarian ingredient in a vegetarian product. This led to the decrease of trust among the customers. In such a case the company should either advertise itself as a company selling non-vegetarian food or it should invest in promoting the company as vegetarian by introducing more vegetarian products. So the image of each individual product of the company makes up for the complete image of the corporation. And last but not the least, the image should be very realistic, truly representing its values and should leave a personal touch with the consumers.