Building Corporate Image Using Constructs of Optimum Personality

Mukul Gupta
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Mukul Gupta: Associate Professor, Marketing, International Management institute, New Delhi

Vision, 1998, vol. 2, issue 1, 12-18

Abstract: This paper begins with the concept of corporate personality. The concept is that of a distinguishable corporation, one that can be defined on the basis of a qualitative and observable differentiation from other such corporations. The external manifestation of these personality attributes is what is termed as the corporate-image. A corporation may tend to project multiple personalities that may, in quite a few situations, lead to the feeling of ‘what’personality or ‘no’personality, at all. To facilitate the designing of a communication strategy a concept like optimum corporate personality is attempted. Some of the dimensions of an optimum corporate personality are identified. There is no general dimension of ideal versus non-ideal personality characteristics. There are a few contrasting themes that offer creative alternatives for portrayal of an Optimum Corporate Image. A framework is then developed which offers a large band-width for communication designed for projecting an optimum corporate image. Restraint in the use of creative strategy is necessary in the sense that attempts to project an ideal kind of corporate trait be thwarted. Such attempts may only create distortions in the message and a fuzzy image.

Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:2:y:1998:i:1:p:12-18

DOI: 10.1177/09722629X98002001003

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