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 Diamond Bank Plc Enugu was therefore undertaken.
The findings revealed that:
a.Diamond Bank Plc Enugu has a laid down corporate image policy though not effectively managed.
b.Strategies employed to promote corporate image are limited.
c.Response to Diamond Bank products is fairly high, hence it can be said to be profitable.
d.Employee welfare and work environment need improvement.
e.Diamond Bank needs to increase the scope of its social responsibility.
f.Diamond Bank needs a well-managed corporate image, which should be reviewed periodically for improvement.
g.Customers’ response to Diamond Bank product is high.
h.Communication among workers in Diamond Bank Plc Enugu is not adequate.
i.Diamond Bank Plc Enugu lays emphasis on public relations.
TABLE OF CONTENTS
COVER PAGE
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
LIST OF TABLES
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1Background of the study
1.2Statement of the study
1.3Purpose of the study
1.4Scope of the study
1.5Research question
1.6Research Hypothesis
1.7Significance of the study
1.8Limitations of the study
1.9Definition of terms
References
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1Meaning and history of corporate image management
2.2Different views and opinions about corporate image management and organizational profitability
2.3Different approach to corporate image management:
2.4Corporate image management at Diamond Bank Nig. Ltd.:
References
CHAPTER THREE – RESEARCH DESIGN AND METHODOLOGY
3.1Research design
3.2Area of the study
3.3Population of the study
3.4Sample and sampling procedure/ technique
3.5Instrument for data collection
3.6Validation of the instrument
3.7Reliability of the instrument
3.8Methods of data collection
3.9Method of data analyses
References
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1Presentation and analysis of data
4.2Testing of Hypothesis
4.3Summary of Results
CHAPTER FIVE
DISCUSSION, RECOMMENDATION AND
CONCLUSIONS
5.1Discussion of result findings
5.2Conclusions
5.3Implications of the research finding
5.4Recommendations
5.5Suggestions for further research:
BIBLIOGRAPHY
APPENDIX 1
APPENDIX I
LIST OF TABLES
4.1Whether importance is attached to corporate image
4.2Contribution of image to the organizational profitability
4.3Method used in maintaining good corporate image
4.4Whether there are departments responsible for creation of image
4.5Measures used in customers satisfaction
4.6Observed frequency
4.7Observed and expected frequency
4.8Observed frequency
4.9Observed and expected frequency
4.10Observed frequency
4.11Observed and expected frequency.