SOUTH URAL STATE UNIVERSITY

Faculty of Trade and Economics

Department of Marketing Communications

Coursework in the discipline "PR" on the topic:

« Form style as a PR tool"

Completed:

Checked:

Chelyabinsk

INTRODUCTION 3

CHAPTER 1. FIRM STYLE IN THE STRUCTURE OF THE CORPORATE IMAGE OF THE ENTERPRISE 5

1.1 Corporate identity elements 5

1.2 Main features of corporate identity 12

1.3 Corporate identity as a tool PR 14

CHAPTER 2. ANALYSIS OF THE CORPORATE STYLE AS A PR TOOL OF THE ENTERPRISE OGUP "REGIONAL PHARMACY WAREHOUSE" 16

2.1 Characteristics of the enterprise 16

2.2 Analysis of the corporate identity of OGUP "OAS" 20

2.3 Analysis of the effectiveness of the corporate identity of OGUP "OAS" 22

CONCLUSION 25

REFERENCES 27

Appendix 1 30

Appendix 2 31

INTRODUCTION

Elements of corporate identity have been used in the practice of a market economy since ancient times. These elements were initially primitive. Thus, the most skilled artisans marked their products with a personal (firm) brand. Buyers, aware of the high professional reputation of these artisans, sought to purchase goods with such marks.

Corporate identity is a set of techniques (graphic, color, plastic, acoustic, video) that provide unity to all products of the company and promotional activities; improve the memorability and perception by customers, partners, independent observers not only of the company's products, but also of all its activities. Corporate identity should be memorable and easily recognizable.

The corporate identity contributes to the formation of a favorable image of the company and is designed to enhance the effectiveness of its advertising contacts with consumers, contribute to the growth of the company's reputation and fame in the market, and inspire the trust of partners.

The development and use of your own corporate identity is becoming an increasingly popular attribute of the development strategy of an increasing number of Russian companies. This is due to their increased concern for their corporate image, which largely depends on sustainable and long-term commercial success.

One of the key links in building the company's image is corporate identity, which in a broad sense involves the use of uniform design principles for color combinations and methods for all forms of advertising, documentation, product packaging, office decoration, employee clothing and other components related to the company.

The study of corporate identity in the context of the activities of a PR specialist is necessary for right creation corporate identity and use in any commercial structure.

The purpose of the study is to study the components of creating and promoting corporate identity as a PR tool, to consider the effectiveness of corporate identity on the example of the OGUP "OAS" enterprise.

get acquainted with the essence and content of PR activities at the enterprise OGUP "Regional Pharmacy Warehouse";

consider elements of corporate identity as a component of PR;

form an idea of ​​the stages of preparation and conduct of PR campaigns;

master the basic methods of evaluating the effectiveness of PR activities.

The object of the study is the enterprise OGUP "OAS", the subject of the study is the components of the corporate identity of the enterprise as a PR tool.

When writing a term paper to evaluate the effectiveness of corporate identity components, the following research methods were used - a survey, research methods: questionnaires and interviews.

Course work consists of two sections, introduction, conclusion, bibliographic list and applications. In the introduction, goals, objectives, object and subject of research are formed, its structure is described. The first section is devoted to the analysis of corporate identity components and contains three subsections. The second section contains an analysis of the corporate identity as a PR tool for the enterprise OGUP "Regional Pharmacy Warehouse". This section describes the characteristics of the enterprise and conducted research on the effectiveness of corporate identity. The conclusion contains the main conclusions on term paper. Applications contain tables, figures that were analyzed when writing this work.

CHAPTER 1. FIRM STYLE IN THE STRUCTURE OF THE CORPORATE IMAGE OF THE ENTERPRISE

1.1 Corporate identity elements

A trademark is a duly registered figurative, verbal, three-dimensional, sound designations or their combinations, which are used by the trademark owner to identify their goods. The exclusive right of the owner to use a trademark is provided by legal protection from the state. A trademark is a legal concept and is used only in the legal field. Everything related to a trademark (registration, application, use, protection, sale, etc.) is determined by law, and violation of these provisions entails liability. This designation serves to individualize goods, work performed or services provided to legal entities or individuals.

A trademark (other names used: service mark, trade mark; English trade mark) is a central element of corporate identity. It is not entirely correct to define a trademark as " trademark» .

The main functions of a trademark:

facilitate the perception of differences or create differences;

give names to products;

facilitate product identification;

facilitate the memorization of the product;

indicate the origin of the goods;

provide product information;

stimulate the desire to buy;

symbolize the guarantee.

Trademarks are distinguished by their multiplicity and diversity.

There are five main types of trademarks:

A verbal trademark is characterized by better memorability. It can be registered both in the standard spelling and in the original graphic design (logo). A word mark is the most common type of mark. Approximately 80% of all registered trademarks are of this type. The value of the brand name is so great that the whole direction of branding, called semonemics (Semon - sign and nemeon - to assign), is engaged in the development of the name of the product. Another name for this process is naming.

A figurative trademark is an original drawing, the emblem of the company. For example, a characteristic curved line as a trademark of Nike, which produces sports equipment; a stylized boat inscribed in an oval - AvtoVAZ, etc.

Volumetric - a sign registered in three dimensions, for example, a Coca-Cola bottle of a specific shape, perfume bottles are also provided with legal protection.

The sound trademark in the recent past was characteristic of radio stations and television companies (for example, the introductory measure of the music for the song “Moscow Evenings is a trademark of the Mayak radio station”). IN Lately this species trademark is increasingly being used in advertising practice firms operating in other business areas. For example, original musical phrases may be used in corporate advertising. For example, the signature video clip of instant coffee "Nescafe" by Nestle ("New Day Sip!") contains two registered sound trademarks: the main musical phrase and the rhythmic tapping of a spoon on a cup.

Combined trademarks are a combination of the above types of trademarks, for example, a combination of the logo and the three-dimensional sculptural group "Worker and Collective Farm Woman" by V. Mukhina - a trademark of the Mosfilm film studio.

Analyzing the above definitions of a trademark, we can conclude that a trademark is any specific product or service that has its own name (regardless of whether it is legally registered as a trademark or not). In the perception of the consumer, it acquires a certain meaning. Being a sign that defines a product and a sign in which the image of the product is encoded, the brand combines the product and its image into one whole. That is, it is a "piggy bank" of information about the properties of the product. From this information in the mind of the consumer, the image of the product is formed. A little-known trademark serves only as a name for the product and says almost nothing to the consumer about its properties.

A logo is the original style or abbreviated name of a company, a product group produced by a given company, or one specific product manufactured by it. As a rule, the logo consists of 4-7 letters. Approximately four out of five trademarks are registered in the form of a logo. The logo is a form of trademark and may not contain additional figurative elements (as in the case of Panasonic).

The logo should: be easy to remember, be easily recognizable, be scalable, be able to be placed on various media (booklet, diary, pen, T-shirt, etc.), be unified.

Logos can be conditionally divided into two types: informative logos and abstract logos. An informative logo is a logo that reflects the specifics of the company's activities. It can be illustrative (illustrating the activities of the company), graphic (reflecting the specifics of the business through graphic images), or textual (text describing the activities of the company). Informative logos include "ZiPPO", with its wick and tongue of flame, and "Harley-Davidson" with its "mechanical" spelling. An abstract logo is a logo that only designates a company, but does not carry a sufficient semantic and informative load. Examples of such logos are the "Davidoff" and "NOKIA" logos.

A corporate block is a traditional, often used combination of several corporate identity elements, for example, it may include a brand name or logo, company name, postal, Bank details, list of goods and services, advertising symbol of the company, slogan. It is convenient to use the corporate block as a component in the design of a business card, a business letterhead, on product packaging. The corporate block, most often, is a pictorial trademark and logo, for example, the adidas inscription under the corporate dissected triangle is the Adidas corporate block, the KLM logo with a stylized crown over the letters is the corporate block of the KLM Royal Dutch Airlines. The corporate block may also contain the full official name of the company, its postal and bank details (for example, on letterhead). Sometimes the corporate block includes the corporate slogan.

The trademark and the logo may be identical, the logo may be an integral part of the trademark. A logo can completely take over the functions of a trademark (in this case, a trademark in the form of a wordless drawing cannot be called a logo).

The corporate hero is an important part of the formed image of the company. The communicator, as it were, personifies himself, developing a permanent, stable image of his representative. Very often, the corporate hero is endowed with some traits that the communicator seeks to include in his image. The corporate hero can embody the fantasy-ideal image of the consumer, such as the Marlboro cowboy and the adventurer in a Camel ad. It is assumed that the smoker will identify with these characters. In addition to successful examples of the development of a corporate hero, or at least logical ones, we can recall the failure of IBM in choosing its corporate hero - the Pink Panther from the popular animated series. Now it is already difficult to establish what the specialists of this corporation were guided by when making such a decision. However, by the time the error was discovered, the rights to use the image of the Pink Panther from the Warner Brothers studio had already been purchased, numerous advertising media with this corporate hero were replicated: T-shirts, baseball caps, mouse pads, etc. Naturally, the losses of the communicator as a result of such an error of professionals amounted to many millions. The corporate hero is part of the corporate mythology. Its purpose is to arouse sympathy. The corporate character should visually represent the main idea of ​​the product. The constant communicator, unlike the corporate hero, is a real person. This is a specific person who is chosen by the company as an intermediary in its communication with the addressee. More common definitions of this concept are “face of the company”, “brand image”, “icon of the company”. Sometimes a firm uses the external attractiveness of an intermediary. However, attractive appearance is not the only criterion. In some cases, a firm - communicator may be attracted by the professional qualities of a person, his competence. Then his features are projected onto the image of the owner of the corporate identity.

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The problems presented in the title of the chapter, at first glance, concern only designers and advertisers, i.e. those specialists who design and produce the basic components of the corporate identity, and then produce and place them on various media.

However, if we take into account what has been said above about planning the corporate context and the system corporate communication, we have to admit that it is they who determine the content of the corporate identity. This does not mean at all that a PR specialist - the creator of a corporate concept - must also become a designer; he just needs to understand the essence and sequence of operations that make up the production of a corporate style and be their constant "ideologists" and controller. The meaning of this control is not to control the hand of the designer, but to ensure that the corporate style is not given to the dominant tastes of one or more, even the most talented, people.

And now - the basic concepts, which, of course, are common to PR specialists, advertisers, and designers.

So, corporate identity is a set of graphic, color, audio and video techniques that ensure the unity of the daily workspace, products and promotional activities of an organization or project, contribute to their recognition, memorization and better perception by employees, partners and consumers, allow you to clearly distinguish your corporate identity. image from the image of competitors.

Corporate identity in the narrow sense is a combination of a trademark, colors and principles of graphic design. business papers; in a broad sense, this is the use of uniform design principles, color combinations and images for all types of advertising, documentation, as well as the maximum number of elements of the surrounding space that are or may be related to an organization or project.

Corporate identity is intended to act as:

a) means of forming an individual and unique image of the organization;

b) an identification system, a certain marker, an information carrier that allows the consumer to find goods and services offered on the market;

c) a tool for the formation of a positive consumer attitude both to the organization or the project as a whole, and to individual goods and services.

Corporate identity is the outer shell of the image (corporate world, total communication system), which is determined by its internal content. A figurative comparison of the image and corporate identity will look something like this: corporate identity is when they “meet by clothes”; a complex corporate design is when "everything should be perfect: clothes, face, and thoughts."

It is worth noting that excessive enthusiasm for corporate identity is no less dangerous than its underestimation, because the process of creating and developing corporate identity has practically no finite framework either in financial costs, or in time, or in space. So, starting with the creation of a simple graphic logo on paper, we, as we light up more and more, can very quickly approach the desire to reproduce its laser image on night clouds. But is it necessary in this moment? Is the game worth the candle?

Of course, there is no standard answer to this question, but the general logic of actions for the creation and development of corporate identity exists.

PR in financial sector

Since the 1990s intensively developing and playing an increasing role in the life of companies, financial PR, called "Investor Relations" (relations with investors). PR activities in the financial sector require simultaneous knowledge of finance and communications. It involves working with the following groups of the public: financial analysts, shareholders, financial journalists, brokers, etc.

Final goal PR in the financial sector - ensuring that the company's shares achieve their market price. A high share price reflects the high value of the company in the eyes of investors, analysts, consultants, etc.
The basis of relations with investors, according to experts, should be based on the information policy of the company, aimed at ensuring the strategic trust of the company on the part of its stakeholders. That is, financial professionals need to understand corporate strategy company, consider it reasonable and meaningful. For example, are the acquisitions or sales of the company well thought out?

Strategic trust develops in the perception of the company's stakeholders (financial analysts, investors, clients, specialized media) based on an understanding of its goals, strategy and the activities resulting from them. Strategic trust is formed on the basis of corporate information - annual reports, transcripts of speeches CEOs to financial analysts and other documents related to the formation of a corporate image and reputation. A very significant factor in strategic trust is the awareness of stakeholders about the company's strategy. Hence the need to provide investors with clear information about the goals, objectives and development strategy of the company. It is necessary that information messages meet the following requirements: openness of information, specificity, timeliness.
The result of strategic trust is improved relations with the financial community and shareholders. An important result is also the improvement of the morale of the company's employees.

Tasks of PR in the financial sector:

Evaluation of opinions about the company, private enterprise or industry as a whole, prevailing among shareholders, financial analysts, legislators, managers of state organizations.

· Assisting management in developing a strategy for interacting with clients, taking into account the goals of the company.

Assistance in the preparation of financial literature:
- letters to new shareholders;
- intermediate and annual reports;
- inserts with information about dividends;
- information for the study of brokerage firms

Organization and supply information materials business meetings on financial matters, tours of the enterprise and presentations to groups of investors, analysts and the financial media.

· Writing materials - financial news for publications in the media; answers to questions from the financially-oriented media.

· Preparing and holding press conferences for financial media.

· Preparation for holding special events: anniversaries, celebrations, etc., involving all representative offices and branches in the regions.

Correspondence with investors also belongs to the functions of PR: often they ask for information about research, stock prices, their own shares, or they want to know the company's point of view on socio-political or moral issues.
The key to financial public relations is the annual report.
The annual report contains not only financial results of the past year. It also covers the impact of the company on the economy of cities, concern for social and economic problems, i.e. annual reports today focus on social significant activities company, its place in society. Another important component of investor relations is the annual meetings.
PR during annual meeting assists in the preparation and conduct, provides journalists with everything necessary, gives the event publicity, prepares lists with possible questions and answers for senior management.

Definition 1

Since the establishment of the enterprise, due attention should be paid to corporate identity, since the name of the company is already its element. Experts advise starting with the creation of a logo or trademark.

The main attention in the development of corporate identity is given to color solutions and images. The purpose of corporate identity is to attract attention. Consumers subconsciously may not remember the name of the product or its manufacturer, and the color of the package or who / what is depicted on it - this is stored in memory. Therefore, in advertising, this is the focus.

The presence of corporate identity allows us to talk about the seriousness and confidence of the company, the high quality of its products and services. Thanks to the corporate identity, the image of the enterprise will also be formed.

Definition 2

important task any commercial organization is to gain confidence in yourself, your products, your brand. This trust is the result of long and hard work. The oversaturation of the market with the same type of goods and services forces companies to create their own corporate identity, different from competitors, in order to be recognizable in the eyes of consumers. At the mention famous brands(Apple, Samsung, Sony, Mersedes, BMW, etc.) consumers should have positive associations and confidence in their reliability, safety and technical superiority.

The use of corporate identity elements to promote products

The corporate style system includes the following elements:

• trademark (or trade mark) - a duly registered designation that is intended to distinguish the goods of this company from the products of other companies;
• logo - a specially designed, original style of the full or abbreviated name of the enterprise (or group of goods);
• corporate block - a sign and logo put together in a composition, as well as various explanatory inscriptions (country, mailing address, telephone and telex);
• corporate color;
• corporate set of fonts.

The main function of identification in the corporate style is the trademark. trademark plays important role when used in ¬ various types advertising: outdoor and transport advertising, TV and radio advertising, press advertising.

There are a number of requirements that a trademark must meet:

1. simplicity is a minimum of lines and the presence of large details for quick and accurate memorization;
2. individuality is the difference and recognition of the sign;
3. attractiveness - the absence of negative emotions and taking into account the feelings and desires of people in different countries;
4. Protectability is the official registration of a trademark.

Trademarks can be verbal, figurative, three-dimensional or a combination of all of these types.

The creators of an advertising message and a slogan must draw up a portrait of a potential consumer, be able to put themselves in his place, understand his interests, needs and motives, empathize with him and help eliminate all difficulties and problems.

Remark 1

Psychophysiological bases of corporate style elements perception

The main elements of corporate identity that affect the psycho-emotional state of the consumer are color solutions and the shape of the object.

A person receives a large amount of information through the organs of vision. Color is a conscious visual sensation. In progress visual perception objects are assigned certain colors. At the same time, depending on the psychophysiological state of a person, for example, color perception can be enhanced in dangerous situations or decreases with fatigue.

Color is a key factor in the process of selling goods, as it is involved in making a purchase decision. It evokes emotions in the buyer, prompting them to purchase a particular product. Therefore, the main task of advertisers is to find a suitable color that will evoke the necessary emotions and desire to buy.

Color not only evokes certain emotions in a person, but also affects these emotions. With the help of color solutions, you can control the consumer's attitude to advertising and evoke certain emotions in him.

Color semantics is actively used in the development of advertising messages. The choice of color depends on the type of product, contingent target audience, the intended result of applying a specific color.

Red, blue and yellow are the primary colors in advertising. If you mix these three colors, you can get a completely different color or shade.

Form, like color, affects a person from an emotional point of view. Best of all, simple geometric shapes are perceived and remembered by a person: a circle, a square, a rectangle, etc. Line shapes also have a certain impact on the perception of information by the target audience.

Remark 2

Coursework in the discipline "PR" on the topic:
"Corporate style as a PR tool"

Completed:

Checked:

INTRODUCTION

get acquainted with the essence and content of PR activities at the enterprise OGUP "Regional Pharmacy Warehouse";
consider elements of corporate identity as a component of PR;
form an idea of ​​the stages of preparation and conduct of PR campaigns;
master the basic methods of evaluating the effectiveness of PR activities.

CHAPTER 1. FIRM STYLE IN THE STRUCTURE OF THE CORPORATE IMAGE OF THE ENTERPRISE

facilitate the perception of differences or create differences;
give names to products;
facilitate product identification;
facilitate the memorization of the product;
indicate the origin of the goods;
provide product information;
stimulate the desire to buy;
symbolize the guarantee.

A verbal trademark is characterized by better memorability. It can be registered both in the standard spelling and in the original graphic design (logo). A word mark is the most common type of mark. Approximately 80% of all registered trademarks are of this type. The value of the brand name is so great that the whole direction of branding, called semonemics (Semon - sign and nemeon - to assign), is engaged in the development of the name of the product. Another name for this process is naming.
A figurative trademark is an original drawing, the emblem of the company. For example, a characteristic curved line as a trademark of Nike, which produces sports equipment; a stylized boat inscribed in an oval - AvtoVAZ, etc.
Volumetric - a sign registered in three dimensions, for example, a Coca-Cola bottle of a specific shape, perfume bottles are also provided with legal protection.
The sound trademark in the recent past was characteristic of radio stations and television companies (for example, the introductory measure of the music for the song “Moscow Evenings is a trademark of the Mayak radio station”). Recently, this type of trademark is increasingly used in the advertising practice of firms operating in other areas of business. For example, original musical phrases may be used in corporate advertising. For example, the signature video clip of instant coffee "Nescafe" by Nestle ("New Day Sip!") contains two registered sound trademarks: the main musical phrase and the rhythmic tapping of a spoon on a cup.
Combined trademarks are a combination of the above types of trademarks, for example, a combination of the logo and the three-dimensional sculptural group "Worker and Collective Farm Woman" by V. Mukhina - a trademark of the Mosfilm film studio.

corporate slogan (slogan);
a branded website that matches the style;
branded stylish packaging;
letterhead, envelope;
business card design;
layout scheme;
various advertising, souvenir products, etc.

Identification. Corporate identity allows the consumer to effortlessly recognize desired product(company, service) according to some external features.
Confidence. If the consumer is once convinced of the quality of products (services), then this trust will largely extend to all other products of the company. In addition, the presence of a corporate identity in itself inspires confidence.
Advertising. The presence of a corporate identity significantly increases the effectiveness of advertising. In addition, all objects containing elements of the corporate identity of the company are themselves advertising.

promotion corporate spirit, the unity of employees and the creation of a sense of belonging to a common cause, brings up corporate patriotism;
positive impact on the aesthetic level, appearance of goods and premises of the company;
help the consumer navigate the flow of advertising information, quickly and accurately find the right company;
indicates to the consumer that the firm takes responsibility for the product produced;
indicates to society the stability and long-term operation of the company;
reduces advertising and PR costs while enhancing its impact and building a strong brand .

distribution of the order on compliance with the corporate identity;
conducting internal seminars on corporate identity;
registration of the company's office in corporate style;
production in the corporate style of clothing for employees employed in production or in the company's stores;
registration of door plates and signboards of the company in corporate style;
applying corporate identity elements to the company's products;
production of souvenirs with elements of the company's corporate identity;
production of advertising and printing products with elements of the company's corporate identity;
outdoor advertising with elements of the company's corporate identity;
advertising in the media with elements of the corporate identity of the company;
website with corporate identity elements of the company;
use of corporate identity while participating in conferences and exhibitions, holding special events.

Chapter 2