CCME easy summary

CCME
1. Introduction & Communication of organisations

Corporate communication definition:
The m
​ anagement function​ within an organisation (profit or non-profit), which is
responsible for ​communication processes​, that are initiated within ​the organisation
and trying to ​promote a sustainable interaction,​ between the organisation and
groups of the public​, in the ​internal and external e
​ nvironment.




Corporate communication focuses on the communication of an organisation as a
WHOLE (not only on the products and services) with different public groups.

Corporate communication is managing:
- Corporate identity
- Corporate image
- Corporate reputation

Identity and Image
(in terms of a person)
- Who am I? Current identity
- Who do I want to be? Desired identity

- What do others think of me? Current image
- WHat do I want that others think of me? Desired Image

,Corporate Reputation Management
- The creation of values for stakeholders

- Measured by various methods and organisations in areas such as;
- Emotional appeal
- Products and services
- Vision and leadership
- Financial performance
- Financial performance
- Workplace environment
- Social responsibility

,Identity Structures & Brand policy

Identity structures:
- Monolithic identity
- The company provides each product of service with an identical name
and identity




- Umbrella identity
- The company dominates the profile, but parts of the organisation can be
left to promote their own identity

, - Endorsed identity
- The characteristics of the company remain visible, but the identity of
the various activities is put first




- Branded identity
- The company is hardly visible, but it's brands are.