In Practice Corporate Image Reinforcement in an Era of Terrorism through Integrated Marketing Communication

360 www.palgrave-journals.com/crr/ ABSTRACT Over the past decade or so, corporate image has become an essential strategy for many organizations. However, non-profit organizations have only recently adopted this strategy in order to better communicate with their stakeholders. The purpose of this case study is to trace the integrated marketing communication (IMC) strategy of the Magen David Adom (MDA) Society (the Israeli equivalent of the Red Cross) in its attempt to reinforce its corporate image in an era of terrorism. This paper describes a holistic process of reinforcing the MDA Society ’ s corporate image, focusing on the implementation of its corporate communication process through an IMC strategy. The case study described here reveals that corporate image can be reinforced even in an era of terrorism, provided that an effective IMC strategy is developed and successfully implemented. Corporate Reputation Review (2008) 11, 360 – 370. doi: 10.1057/crr.2008.25