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•IMC:
Corporate Image and
Brand Management•Chapter 2 with Duane Weaver•OUTLINE•Corporate Image Roles–Consumer role–B2B role–Corporate role•Promoting Desired Image•Components of a
Corporate Image•Corp. Image Role - consumer’s view•Assurance of familiar products
(e.g. Coke)•Assurance of familiar company
(e.g. IBM)•Reduction of purchase research time•Psychological reinforcement & social acceptance•Corp. Image Role-B2B view•Reduce feelings of risk•Reduce search time•Psychological reinforcement & social acceptance•Corp. Image Role –corporation’s view (self-view)•Extends the consumer feelings to new products•Enables higher pricing•Enables increased repeat buying•Attracts quality employees•Increased financial viability as ranked by analysts and corp. raters•Promoting Desired Image1.Image must accurately portray firm and coincide with products and services sold.2.Easier to re-enforce or rejuvenate than it is to change well-established (e.g. New Coke vs. Coke Classic)3.Difficult to “next to impossible” to develop new image (sometimes divorce and/or new company is easier)4.Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!•Branding –
discovering why consumers buy a brand•Most compelling Benefits?•Emotions elicited by the brand?•One-word encapsulation?•Importance to customers?Get in your teams and write down two company brand names you feel are the best in their industry. Explain how the above four criteria are demonstrated by the brand name that make it the best.
••Packaging•What do they say to us?•Packaging•Same? What do they say differently to us?•Brand EquityBrand equity has been also defined as:
•The component of overall preference not explained by objectively measured attributes; and•The set of consumer associations & behaviours that permits the brand to earn greater volume or margins than it could without the brand name.•Brand Equity“Brand image is everything. It is the sum of all tangible & intangible traits — the ideas, beliefs, values, prejudices, interests, features & ancestry that make it unique. A brand image visually & collectively represents all internal & external characteristics — the name, symbol, packaging, literature, signs, vehicles & culture. It's anything & everything that influences how a brand or a company is perceived by target constituencies — or even a single customer.
Brand image may be the best, single marketable investment a company can make. Creating or revitalizing a positive brand image is a basic component of every business — and lays a foundation on which companies can build their future.”
••Brand Extensions and Flanker Brands•Brand Extension–Use established brand name for unrelated goods and services
(reaching new markets with new product lines)•Black & Decker: power tools, flashlights, household appliances (toaster, iron, kettle…)•Flanker Brand–Develop a new brand within a related product category
(increase market mix to reach new target segments)•Tide & Cheer, Ivory Snow…etc.•Co-Branding•Ingredient branding–Intel inside compaq•Cooperative branding–Joint venture e.g.: Citbank, Mastercard and American Airlines points card•Complementary branding–Encourage co-consumption of more than one brand such as Oreo shakes in Dairy Queen•Private Brands•Exclusive lines•Used to be higher priced now lower priced•Use to have higher quality perception now not always•Retail loyalty up but brand loyalty downE.G.: Sears (Kenmore)
•Positioning“The process of creating a perception in the consumer’s mind regarding the nature of a company and its products relative to the competition”
(Clow & Blaack, p. 48)
7 ways to achieve effective positioning:
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