lOMoARcPSD|2668334
, lOMoARcPSD|2668334
Inhoudsopgave
1. Inleiding.............................................................................................................................. 5
2. Probleemstelling en inzet corporate communicatie.............................................................6
2.1 Communicatieve consequenties................................................................................6
2.2 Bijdrage corporate communicatie...............................................................................6
3. Identiteit en corporate branding...........................................................................................7
3.1 Identiteitsstructuur......................................................................................................7
3.2 Corporate branding en merkwaarden.........................................................................7
4. Organisatie communicatiefunctie........................................................................................8
4.1 Strategie, corporate communicatie en commitment...................................................8
4.1.1 Plaats in de organisatie...........................................................................................8
4.1.2 Taken en activiteiten...............................................................................................8
5. Doelgroepen en doelstellingen corporate communicatie.....................................................9
5.1 Stakeholders en (communicatie)doelgroepen............................................................9
5.2 Inzet corporate communicatie, doelen en doelstellingen............................................9
6. Onderzoek identiteits- en reputatiemonitoring...................................................................10
7. Advies............................................................................................................................... 11
Literatuurlijst......................................................................................................................... 14
Bijlagen................................................................................................................................. 15
Bijlage 1 Organogram WoonTerp Wonen..........................................................................15
Bijlage 2 Corporate identity mix / Corporate Identity en Corporate Image model...............15
Bijlage 3 Model endorsed identity WoonTerp....................................................................16
Bijlage 4 Logovoorbeelden WoonTerp en satellieten UWB...............................................16
Bijlage 5 Six conventions of corporate branding................................................................16
Bijlage 6 Trap van Quirke..................................................................................................17
Bijlage 7 Invloed- en betrokkenheidkwadrant stakeholders WoonTerp..............................17
Bijlage 8 Meetmodel Corporate Image..............................................................................17
Bijlage 9 Spinnenwebmethode..........................................................................................18
Bijlage 10 RepTrak©-model..............................................................................................18
Bijlage 11 Communicatiekruispunt....................................................................................19
Bijlage 12 Middelenmatrix, planning en budget WoonTerp................................................19
Bijlage 13 ICA audit (voorbeeld)........................................................................................21
Bijlage 14 Visievierluik.......................................................................................................22
Bijlage 15 Strategy map voor communicatie (voorbeeld)...................................................22
Bijlage 16 Scorecard voor communicatie (voorbeeld)........................................................23
, lOMoARcPSD|2668334
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, lOMoARcPSD|2668334
Inhoudsopgave
1. Inleiding.............................................................................................................................. 5
2. Probleemstelling en inzet corporate communicatie.............................................................6
2.1 Communicatieve consequenties................................................................................6
2.2 Bijdrage corporate communicatie...............................................................................6
3. Identiteit en corporate branding...........................................................................................7
3.1 Identiteitsstructuur......................................................................................................7
3.2 Corporate branding en merkwaarden.........................................................................7
4. Organisatie communicatiefunctie........................................................................................8
4.1 Strategie, corporate communicatie en commitment...................................................8
4.1.1 Plaats in de organisatie...........................................................................................8
4.1.2 Taken en activiteiten...............................................................................................8
5. Doelgroepen en doelstellingen corporate communicatie.....................................................9
5.1 Stakeholders en (communicatie)doelgroepen............................................................9
5.2 Inzet corporate communicatie, doelen en doelstellingen............................................9
6. Onderzoek identiteits- en reputatiemonitoring...................................................................10
7. Advies............................................................................................................................... 11
Literatuurlijst......................................................................................................................... 14
Bijlagen................................................................................................................................. 15
Bijlage 1 Organogram WoonTerp Wonen..........................................................................15
Bijlage 2 Corporate identity mix / Corporate Identity en Corporate Image model...............15
Bijlage 3 Model endorsed identity WoonTerp....................................................................16
Bijlage 4 Logovoorbeelden WoonTerp en satellieten UWB...............................................16
Bijlage 5 Six conventions of corporate branding................................................................16
Bijlage 6 Trap van Quirke..................................................................................................17
Bijlage 7 Invloed- en betrokkenheidkwadrant stakeholders WoonTerp..............................17
Bijlage 8 Meetmodel Corporate Image..............................................................................17
Bijlage 9 Spinnenwebmethode..........................................................................................18
Bijlage 10 RepTrak©-model..............................................................................................18
Bijlage 11 Communicatiekruispunt....................................................................................19
Bijlage 12 Middelenmatrix, planning en budget WoonTerp................................................19
Bijlage 13 ICA audit (voorbeeld)........................................................................................21
Bijlage 14 Visievierluik.......................................................................................................22
Bijlage 15 Strategy map voor communicatie (voorbeeld)...................................................22
Bijlage 16 Scorecard voor communicatie (voorbeeld)........................................................23
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