there are multiple key concepts in corporate communication: mission, vision, corporate objectives, strategy, corporate identity, corporate image, corporate reputation, stakeholder, market, communication, integration. Read the following examples, identify the term that suits each example, define that term, and briefly explain its importance: (British Airways) 'Continuing emphasis on consistent quality of customer service and the delivery to the marketplace of value for money through customer-oriented initiatives (online booking service, strategic alliances) and to arrange all the elements of our service so that they collectively generate a particular experience ...building trust with our shareholders, employees, customers, neighbours and with our critics, through commitment to good practice and societal reporting' (British Airways) 'The world's favourite airline' (this corporate identity with its associated brand values of service, quality, innovation, cosmopolitanism and Britishness is carried through in positioning, design, livery and communications)