Imagen corporativa. Crisis de identidad corporativa. Caso empresa pública
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Date
2021-03-09
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Universidad Nacional de Educación Enrique Guzmán y Valle
Abstract
El objetivo de este trabajo de investigación es observar el concepto de la imagen corporativa, que es la percepción de nuestros clientes, no necesariamente tienen que adquirir nuestro producto o servicio, sino basta con lo visual, para llamarles la atención de nuestra marca y mostrar un interés en ello.
Dentro de ello se encuentra la identidad corporativa ya que este está caracterizado con el nombre de la marca, además también están involucrados los valores de la empresa, luego es llevado al medio de comunicación para difundir la marca.
Mediante el Marketing hacemos conocer nuestro logo a nuestro público objetivo, para que sientan la confianza de querer adquirir nuestro producto o servicio prestado. Sabemos que nuestra entidad (marca) es lo primordial en cada organización que se incorpore en el mercado competitivo, pero no podemos hacer ajeno la posibilidad de que, en un momento de la trayectoria de la compañía, pueda suceder alguna crisis de marca inesperada.
Por ello como se mencionó en el presente trabajo, existe una serie de pasos para prevenir esta crisis, lo que se recomienda es que se realice un constante monitoreo con las áreas de la organización y los empleados. Que se refleje un buen ambiente laboral, ya que éste va influir en la productividad de los productos.
En el caso práctico de entidad pública de la Municipalidad de Lima, se observó en su imagen corporativa, cuál es su misión, su visión, el cambio que tuvo de su logo (percepción externa de la audiencia) para que la ciudadanía tenga presente que se está realizando un cambio general, en la gestión anterior con el actual y de esta manera sienta una seguridad de que tienen el apoyo de la Municipalidad de Lima.
Ante la crisis de identidad corporativa que se vio afectada en el tipo de crisis de su imagen, fue dado porque la noticia por el aumento de sueldo repentino, generó críticas que se fueron transmitiendo por medios de comunicación en lo visual (televisivo), en las redes sociales que llegaron a hogares, por lo que ellos buscaron la respuesta inmediata para que la ciudadanía no tenga desconfianza de la nueva gestión que se estaba realizando en la Municipalidad.
The objective of this research work is to observe the concept of corporate image, which is the perception of our customers, they do not necessarily have to purchase our product or service, but the visual is enough, to draw their attention to our brand and show a interest in it. Within it is the corporate identity since this is characterized with the name of the brand, in addition the values of the company are also involved, then it is taken to the media to spread the brand. Through Marketing we make our logo known to our target audience, so that they feel the confidence of wanting to acquire our product or service provided. We know that our entity (brand) is paramount in every organization that enters the competitive market, but we cannot ignore the possibility that, at some point in the company's history, an unexpected brand crisis may occur. Therefore, as mentioned in this paper, there are a series of steps to prevent this crisis, which is recommended is that constant monitoring be carried out with the areas of the organization and employees. That a good work environment is reflected, since this will influence the productivity of the products. In the practical case of a public entity of the Municipality of Lima, it was observed in its corporate image, what is its mission, its vision, the change it had in its logo (external perception of the audience) so that citizens keep in mind that it is is making a general change, in the previous management with the current one and in this way feels certain that they have the support of the Municipality of Lima. In the face of the corporate identity crisis that was affected in the type of crisis of its image, it was given because the news about the sudden salary increase generated criticism that was broadcast by the visual media (television), in the social networks that reached homes, so they sought an immediate response so that citizens do not have mistrust of the new management that was being carried out in the Municipality.
The objective of this research work is to observe the concept of corporate image, which is the perception of our customers, they do not necessarily have to purchase our product or service, but the visual is enough, to draw their attention to our brand and show a interest in it. Within it is the corporate identity since this is characterized with the name of the brand, in addition the values of the company are also involved, then it is taken to the media to spread the brand. Through Marketing we make our logo known to our target audience, so that they feel the confidence of wanting to acquire our product or service provided. We know that our entity (brand) is paramount in every organization that enters the competitive market, but we cannot ignore the possibility that, at some point in the company's history, an unexpected brand crisis may occur. Therefore, as mentioned in this paper, there are a series of steps to prevent this crisis, which is recommended is that constant monitoring be carried out with the areas of the organization and employees. That a good work environment is reflected, since this will influence the productivity of the products. In the practical case of a public entity of the Municipality of Lima, it was observed in its corporate image, what is its mission, its vision, the change it had in its logo (external perception of the audience) so that citizens keep in mind that it is is making a general change, in the previous management with the current one and in this way feels certain that they have the support of the Municipality of Lima. In the face of the corporate identity crisis that was affected in the type of crisis of its image, it was given because the news about the sudden salary increase generated criticism that was broadcast by the visual media (television), in the social networks that reached homes, so they sought an immediate response so that citizens do not have mistrust of the new management that was being carried out in the Municipality.
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Citation
Sencca Saire, J. M. (2021). Imagen corporativa. Crisis de identidad corporativa. Caso empresa pública (Monografía de pregrado). Universidad Nacional de Educación Enrique Guzmán y Valle, Lima, Perú.