Professional Documents
Culture Documents
OUTLINE
Corporate Image Roles
Consumer role
B2B role
Corporate role
Components of a
Corporate Image
Tangibles
Intangibles
Factories (produce)
Media reports
Name/Logo
Packaging & Labeling
Employees
Branding
Packaging
What do they say to us?
Packaging
Same? What do they say differently to us?
Brand Equity
Brand 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.
http://www.ag.state.co.us/mkt/BrandEquityandImageAssess.pdf#search='logo%20images%20brandequity
(retrieved Jan/05/2006), Brand Werks Group,
Flanker Brand
Develop a new brand within a related product
category
(increase market mix to reach new target segments)
Tide & Cheer, Ivory Snowetc.
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
down
E.G.: Sears (Kenmore)
Positioning
The process of creating a perception in the consumers mind regarding
the nature of a company and its products relative to the competition
(Clow & Blaack, p. 48)
Competitors
POSITIONING
Product
Class
Product
User
Price-Quality
Relationship
Application
Use
THANKS!