REC101 Lecture Notes - Lecture 4: Great Wolf Resorts, Cedar Fair
3 Apr 2013
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The cues offered by an organization both internally and externally (through symbols, communication and behaviour). The idea or persona of the organization and how it"s represented to different audiences. Allows people to identify with an organization. Three kinds of corporate identity: monolithic, endorsed, branded. Associated with organizations where the entire company uses the same visual style, logo, etc. Everything in the identity mix is the same for all products and divisions. Associated with organizations whose subsidiaries have their own style and distinction, but the parent company is still visible in the background. The organization has a number of brands, or products and it is nearly impossible to know who the parent company is. Composite psychological impression that can change based on the organization"s situation or media portrayal. Perception in the mind of a consumer/client rather than reflection of actual or desired state of the organization.
