CORPORATE AND BRAND IMAGE

X50.9212 Integrated Marketing – Week 2

Pick Your Brands

• Choose your top favorite brand• Why do you feel they are effective?• What is one word/phrase that would describe the

brand?• Who is their top competitor? • How are each positioned against each other

(how are they the same, how are they different)?

• Choose your top least favorite brand• Where do they fail where others succeed?

Agenda

• Elements of corporate image• Importance of corporate image• Tactics of a corporate image • Types of brands• Positioning your brand/image

Corporate Image• Feelings consumers and businesses

have about the overall organization and its individual brands

Corporate Image

Advertising

New and PR

Social Marketing

Company Web sitePersonal Selling

Consumer and Trade

Promotions

Intangible Elements

Top Three Contributing Factors 1. PERCEIVED QUALITY of product(s) or

service(s)

2. RESPONSE/SUPPORT of products/services if something goes wrong

3. How the firm treats its CUSTOMERS

Can you think of an example of a firm that failed on one of these critical elements? ?

Role of Corporate ImageCONSUMER

PERSPECTIVEB2B PERSPECTIVE COMPANY BENEFITS

• Purchase decision assurance (unfamiliar products OR familiar products in unfamiliar settings)

• Reducing search time

• Psychological reinforcement

• Social acceptance of purchases

• Reduces risk

• Reduces search time

• Psychological reinforcement/social acceptance

• Helpful when searching globally

• Positive outlook when launching new products• Ability to charge premiums• Loyalty, purchase frequency• Word of mouth• Channel power• Attract quality employees• Financial ratings

Promoting the Desired Image• CREATING

• REJUVENATING

• CHANGING

Creating a Strong Brand Name

• Benefits of the brand• Emotions during or after purchase• One word/phrase• What is important to the customer?

Brand Parity vs. Brand Equity• Find what’s unique to the brand –

DIFFERENTIATION• Price premium, higher margins• Distribution/Retailer power• Reduce chance of switching • Prevents decrease in market share

Building Brand Equity

• Differentiation• Research and development, innovation• Be a fast mover!• New and traditional media• Domination of the market

• What about niche brands?

AWARENESS RECALL RECOGNITION

Types of Brands

• Family brands• Brand extensions• Flanker brands• Co-branding• Ingredient branding• Complementary/co-consumption branding• Private brands

Brand Positioning• Creating a perception in the consumer’s mind

regarding the nature of the brand in relation to other brands in the market• e.g. product quality, price, etc.

• Common positioning strategies• Attribute (characteristic)• Competitive • Use or application• Price-quality (high quality or low cost)• Product user (who will use the product)• Product class (product category)• Cultural symbol/icon

Sample Brand Positioning Map

PE

RC

EIV

ED

VA

LU

E (

$)

PERCEIVED QUALITY

Ford

Chevy

BMW

Branding YOU!

• How can you apply branding and image tactics to yourself/your job search?

• How would you position yourself in the marketplace? What would your differentiation strategy be?

• How would you communicate this strategy?

CORPORATE AND BRAND IMAGE

X50.9212 Integrated Marketing – Week 2