UNILAB’s Corporate Identity as Projected through Print Advertisements: A Content Analysis and Perceptions Study

Abstract

Companies advertise their brands through different media to promote public awareness about the existence of their brands. However, the focus of these brand advertisements is usually on the product. It has not been greatly realized that corporate identity (Cl) could also be perceived through these brand advertisements. In this regard, this study primarily addressed the main problem: How does UNILAB project its corporate identity through the print ads of its brands published in a local health magazine. The following sub-problems were also addressed: (1) What is the Cl of UNILAB? (2) What are the considerations of the Brand Managers in conceptualizing print ads? (3) What elements of corporate visual identity (CVI) are present in the print ads of the brands published in a particular local health magazine? (4) What are the perceptions of the subscribers of the specific magazine on the Cl of UNILAB'? This study adopted the Corporate Symbolism Station of the Four-Station Corporate Identity Model developed by Suvatjis, de Chernatony, and Leek (2005). A descriptive research design was applied in this study. The methods of data gathering used were key informant interviews and content analysis. Based on the results of data gathering, it was concluded that UNILAB communicates its corporate identity through the implementation of the Corporate Branding Project, which started in the latter part of 2005. Part of this project was to incorporate some of the corporate visual identity elements, particularly the corporate logo in all the internal and external communication tools of the company, including the prints ads of its brands. The management believes that this is one of the most effective ways of projecting the Cl of the company and making it more known to the public. Part of this project also was to come up with a Corporate Identity Manual, which serves as a guide for the appropriate or correct application of the corporate visual identity elements, particularly the corporate logo in all the internal and external communication tools of the company, including brand advertisements in print.