Honing the homepage

Corporate websites have evolved to become one of the most important platforms for promoting a positive image

Image: www.bp.com

 This article offers a comparative analysis of some characteristics of corporate websites in terms of their ability to generate positive image for their respective companies. The goal of a corporate website is to serve a company’s various information and communication needs, one of which is to portray a positive image of the company. Indeed, a positive image is often the main goal of such websites.
That is how we classify websites as corporate or commercial: the ultimate goal of a corporate website is communicating a positive image, while commercial websites take care of sales. Significant aspects of the two different websites can be shared where positive corporate identity and business functions meet.

 

Christo Kaftandjiev

Professor Dr Christo Kaftandjiev is professor of marketing communications at Sofia University, Bulgaria and Tomsk University, Russia. He specialises in the general theory of advertising, intercultural aspects of marketing communications, design, merchandising communications, digital marketing communications, creativity and advertising, as well as communicative strategies of advertising.