Corporate Image

and
Brand Management
 What is an IMAGE?

A firm’s image is based on the

feelings consumers and businesses
have about the overall organization
and its individual brands.

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 Corporate Image
•Components of image

 Tangible (Better Dealership network)

 Intangible (Cosmetics not tested on

animals)

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 Corporate Image
Consumer Perspective
• Provide assurance
 Unfamiliar settings
 Little or no previous experience

• Reduce search time

• Provide psychological reinforcement

• Provide social acceptance

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 Corporate Image
Company Perspective
• Extension of name to new products.
• Ability to charge more
• Consumer loyalty
• More frequent purchases by customers
• Positive word-of-mouth
communications
• Attracts higher quality employees

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 Corporate Image
B2B Perspective

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Promoting the Desired Image
• Creating the right image
 Convey clear message
 Fit with company and product
• Rejuvenating an image
 Easier than changing image
 Add new elements, but maintain
current image
• Changing an image
 Extremely difficult
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Corporate Image Development –
Points to Remember

• Accurate reflection of firm

• Reinforcing image
• Rejuvenating image
• Changing image
• Negative press

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 What is a BRAND?
 A brand is a name, term, sign, symbol, or
design which is intended to identify the goods
or services of one seller or group of sellers
and to differentiate them from those of
competitors.

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 Product Vs Brand
A product is anything that can be offered to the
market for attention , acquisition, use, or
consumption that might satisfy a need or want.
Thus, a product can be a physical good, service,
organization, place or ideas.

A brand is a product but adds other dimensions that

differentiate it in some way from other products
designed to satisfy the same need.
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 Branding
• Provides quality assurance
• Reduces search time
• Allows company to charge more
• Reduces brand parity
• Consumers choose brands that are:
 Salient
 Memorable
 Noteworth
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 Brand Elements
 A variety of brand elements can be chosen that
inherently enhance brand awareness or facilitate
the formation of strong, favorable, and unique
brand associations:

◦ Brand Name
◦ Logo
◦ Character
◦ Packaging
◦ Slogan / Tagline / Punchline
 Corporate Logos

• Should be easily recognizable

• Should be familiar
• Should elicit consensual
meaning
 Stimulus codeability
• Should evoke positive feelings
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 Brand Elements Choice
Criteria
Memorable
Easily Recognized
Easily Recalled
Meaningful
Credible & Suggestive
Rich Visual & Verbal
Imagery
Appealing
Fun & Interesting
Aesthetics
 Brand Equity
•The added value to the firm, the trade, or the
consumer with which a given brand endows a
product

•Brands with equity provide “an own able,

trustworthy, relevant, distinctive promise to the
consumers
Top 10 MOST Powerful Brands
Benefits of Brand Equity
• Higher prices
• Higher gross margins
• Channel power
• Additional retail shelf space
• Reduces customer switching
behavior
• Prevents erosion of market share

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Building Brand Equity
1) Research current brand image.
2) Decide what makes the brand
unique.
3) Communicate brand’s uniqueness.
4) Spend heavy on advertising.
5) Make domination the goal.
6) Deliver on uniqueness.

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 Types of Brands

•Family brands Co-Branding

•Brand extensions • Ingredient
•Flanker brands • Cooperative
•Private brands

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Changes in Private Brands
• Quality improvements
• Lower prices
• Higher store loyalty
• Lower loyalty to manufacturer brands
• Increase in advertising of private
brands
• Increase in quality of private brand
store displays

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 Packaging
• Traditional elements
 Product protection
 Ease of shipping
 Easy placement on shelves
 Prevent theft
 Prevent tampering
• New trends
 Consumer convenience
 Contemporary and attractive design
 Designed for ease of use
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 Labels
• Must meet legal requirements.

• Provide another marketing

opportunity to sell the product.

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