lOM oA RcPS D 2668334

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lO M oA RcPS D| 2668334

Inhoudsopgave

• Inleiding..............................................................................................................................5
• Probleemstelling en inzet corporate communicatie.............................................................6

2.1 Communicatieve consequenties................................................................................6 2.2 Bijdrage corporate communicatie...............................................................................6

• Identiteit en corporate branding...........................................................................................7

3.1 Identiteitsstructuur......................................................................................................7 3.2 Corporate branding en merkwaarden.........................................................................7

• 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

• Doelgroepen en doelstellingen corporate communicatie.....................................................9

5.1 Stakeholders en (communicatie)doelgroepen............................................................9 5.2 Inzet corporate communicatie, doelen en doelstellingen............................................9

• Onderzoek identiteits- en reputatiemonitoring...................................................................10
• 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 2 / 3

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