Business Identity Plan Implementation Checklist (BIPIC)
Publish place: 1st Executive MBA International conference
Publish Year: 1388
نوع سند: مقاله کنفرانسی
زبان: English
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MBA01_028
تاریخ نمایه سازی: 18 اسفند 1387
Abstract:
Managing a brand means much more than just developing a good product. Each corporation,
voluntarily or involuntarily, represents a certain image in the market which creates a more
superb phenomenon which is called Business identity. The elements of this identity and its
specific characteristics are, however, unclear to many corporations – therefore instead of paying
special attention to build this unique identity, they continue their way in the loop of making
mistakes and correcting them accordingly to be successful in the long term, each organization
must be aware of its purposes and goals and must communicate them to its employees and
customers in order to create a feeling of affiliation and trust which will be created as a result of
business identity. And also the power of a brand is concealed in having a unique and
differentiated business identity.
This goal can be reached if we consider both the soul and the body of our business identity.
Without each, attaining a unique business identity is inevitably impossible. Therefore, business
identity is not merely the logo or the brochures (they are just like the body and appearance of
business identity), but the purposeful harmony of whole company’s activities. All parts of the
company must credibly mirror the company’s values and goals. This is especially true for the
quality and design of the products or services, the architecture of buildings and sales places, the
layout of communication media, and the way employees and customers are treated. Each
element and each communication medium influences our picture of the company. A higher
constancy leads to a clearer picture.
In this paper the author has tried to define Business Identity and propose a plan to implement it
in order to help companies to have systematic view of their business identity and develop it step
by step, some considerable implementing points and finally present a tool called BIPIC which give
them the ability to permanently control the congruity of their activities within the plan which
leads to successful implementation of it.
Keywords:
Authors
M Qazizadeh
Allame Tabatabai University, School of Business and Accounting, Iran
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