You have been asked to prepare a presentation for your client (Gateley Plc) that critically evaluates the image of the organisation and how this is communicated, including a critique of the relationship between image and identity.

Your presentation should:

1. Critically assess your given organisation’s corporate image
2. Consider how the gap between corporate image and identity might be measured.
3. Recommend an outline strategy for effectively communicating the desired image of your organisation to strengthen its reputation.

Guidance notes:

Using appropriate tools, you should first conduct a thorough analysis of the organisation’s current corporate image, including a detailed consideration of how the gap between corporate image and identity might be measured.

You should then recommend a strategy for communicating the organisation’s desired image to stakeholders, including consideration of how this strategy will strengthen its reputation. You should conduct a stakeholder analysis to assist in the development of your strategy. Avoid presenting a tactical plan; it is important that you present strategic recommendations only.

It is important to bear in mind that there are only 15 minutes available, and therefore a concise approach is required.

Assessment Criteria

Critically assess the organisation’s corporate image. 40% weighting