Corporate budgets set to climb by 2001

LONDON: Three out of four corporate communications executives in Europe expect corporate image budgets to increase over the next two years, with Internet branding initiatives responsible for much of the boost.

LONDON: Three out of four corporate communications executives in Europe expect corporate image budgets to increase over the next two years, with Internet branding initiatives responsible for much of the boost.

LONDON: Three out of four corporate communications executives in

Europe expect corporate image budgets to increase over the next two

years, with Internet branding initiatives responsible for much of the

boost.



That finding highlighted a survey conducted at The Conference Board’s

1999 Corporate Image Conference, held in London last month. About 120

conference delegates from companies such as General Motors and Michelin

took part in the survey.



A majority of respondents (58%) said they planned to change their

corporate image within the next year, although the survey did not offer

room to elaborate on how they might do so.



But program director Lee Hornick said the results, while not especially

detailed, were telling: ’People really believe that corporate image is

extremely important - it’s not just pretty pictures anymore. And without

sound PR, none of this will work.’



Asked to name their company’s major challenges over the next five years,

respondents cited global corporate image strategy as the number-one

concern, followed by improving employee relationships. The respondents

listed ’communications clutter’ as the biggest obstacle to improving

corporate image.



Three out of four delegates (73%) said that much of the increase in

corporate image budgets would come from Internet PR strategies.



The conference attendees said that besides quality products and

services, a good brand relationship with customers was seen as a key

factor for brand growth. ’The buzz in the marketplace is ’humanizing’

the brand,’ Hornick added.



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