ABSTRACT
Business organizations in Nigeria have failed to realize the role a good corporate image policy has in business dealings. This is probably because they do not understand the concept of corporate image and the necessary tools for promoting them. Corporate image, in fact goes beyond attractive products or rending quality service, advertising paying good salary and so on. It pervades every aspect of a business concern from the least worker’s personality to the dealing within the organization and with the larger society.
In the face of the dynamics of our society, especially in the business world, brought about by technology, companies are faced with stiff competition that maintaining a competitive edge requires aggressive strategies. One of such strategies is efficient corporate image management and promotion.
The focus of this research work was to determine the strategies that could be employed to build and promote corporate image efficiently and enhance profit margins of an organization. A case study of Nigeria Bottling Company Plc Enugu was therefore undertaken. Primary and secondary data was used and the population covered 114 staff and sample size was 88 using Bournleys formular. In which he concluded that good community relations, education of employees, and good communication increases the chances of a business organization at the market place. One of the results of such is that new customers are attracted and present one’s retained.
Communication and information with Nigeria Bottling Company and between its numerous publics should be properly managed. In most cases, corporate image making starts from the type of information that emanates from that company or firm. If information is credible with substance, then the company has its work, cut out for it.
TABLE OF CONTENT
Title Page ii
Certification iii
Dedication iv
Acknowledgement v
Abstract vi
Table of Contents vii
CHAPTER ONE:
INTRODUCTION
1.1 Background of the study 1
1.2 Statement of the study 9
1.3 Objectives of the study 11
1.4 Scope of the study 12
1.5 Research Questions 13
1.6 Research Hypothesis 14
1.7 Significance of the Study 14
1.8 Limitations of the study 15
1.9 Definition of Terms 17
CHAPTER TWO
2.1 Meaning and History of Corporate Image Management 18
2.2 Different views and Opinions about corporate 25
2.3 Different Approaches to Corporate Image Mgt 29
2.4 Corporate Image Management in Nigeria 30
References
CHAPTER THREE:
3.1 Research Design 34
3.2 Area of Study 35
3.3 Population of the study 51
3.4 Sample and Sampling Procedure 36
3.5 Instrument for Data Collection 39
3.6 Validity of the Instrument 39
3.7 Reliability of the Instrument 40
3.8 Method of Data Collection 41
3.9 Method of Data Analysis 41
References
CHAPTER FOUR:
4.1 Presentation and Analysis of Data 44
4.2 Testing of Hypothesis 53
4.3 Summary of Results 64
CHAPTER FIVE:
Discussion, conclusion and Recommendations 67
5.1 Discussion of Findings 67
5.2 Conclusion 69
5.3 Implication of the Research Findings 71
5.4 Recommendation 72
5.5 Suggestion for Further Reading 74
Bibliography
Appendix
