CMN 305 Chapter Notes - Chapter 2: Elihu Katz, Paul Lazarsfeld
19 Mar 2017
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Document Summary
Organizations have their own personalities, and they become identities to their stakeholders. Google has personality and a unique public identity. Created a creative identity in their workplace. Allowed employees to spend one day per week working on projects they wanted to pursue. Workplace includes exercise spaces and free food. These perks set google apart from more traditional technology companies. Corporate identity: fun, rewarding place to work. Brand: a deliberate, constructed set of meanings for an organization or product presented to the public. Promises to stakeholders that the organization or product will follow certain principles. Works to differentiate the organization or product from other ones, helping it stand out in the marketplace. If meanings surrounding a brand resonate with stakeholders = creates a bond of loyalty. Ie. people in line for the newest iphones. Meanings surrounding a brand are challenging to critique, as the advertisements don"t make specific claims. Positive reputations and images are the currency in the public sphere.
