Effect Corporate Image Management As A Strategy Of Enhancing Profitability (a Case Study Of Nigeria Bottling Company, Enugu)

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. 

INTRODUCTION

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