The impact of Corporate Communications on a Company's Brand Image: The Case of “La Banque Populaire” in Morocco

Abstract

Corporate Communication is a process centered on the company, institution or organization and its values. It is the set of communication actions aimed at enhancing the image and reputation of a company or institution with different audiences. It's the process of listening and sending messages and signs to target groups, aimed at improving image, strengthening working relationships and promoting services. In today's hyper-communicative world, saturated by the multiplicity and diversity of messages, the simultaneous, coordinated and coherent use of all communications expertise and techniques is not an optional or accessory extra, it's a categorical imperative. It's a categorical imperative. And no company should shy away from it. That is why we chose to focus on the theme of corporate communications and the impact it has on a company's image. The methodological approach adopted for this research consisted firstly of a documentary analysis of the different institutional communication strategies adopted by a Moroccan corporate bank named “La Banque Populaire (BP)”. This was followed by a field survey involving data collection, processing and analysis. The sample selected consisted of 100 customers of the bank, varying in age and socio-professional category. The results revealed that the bank communicates sufficiently with all internal and external audiences to inform them of its activities, projects and difficulties, and to encourage cultural, educational, social and environmental activities. However, the bank under study needs to step up its communication efforts, especially with regard to sponsorship and patronage, in order to maintain its long-term viability and competitiveness. The potential implications of this study are that companies, including the Moroccan corporate bank BP, must invest in their corporate communication initiatives to sustain their long-term viability and competitiveness. This entails enhancing communication with internal and external audiences and increasing efforts in sponsorship and patronage. Failure to do so may result in a negative impact on the company’s image and reputation, ultimately affecting its success.