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Unformatted text preview: USC Marketing 307 #4 Corporate Image 2006 Ira S. Kalb. All rights reserved. 1 1. Definition . Image of the organization. 2. What is image? Perception in the minds of your target audience. 3. Perception and Reality. Nobody is qualified to draw the boundary between perception and reality. Reality to the marketer is what is in the mind of the buyer. Humans are limited by their senses. 3-1. Hearing your voice on a tape recorder . 3-2. Seeing only a mirror image of yourself. 3-3. Prejudiced by your belief system , which is affected by genetics, race, religion, culture, nationality, gender, birth order, lifes experiences, and many other factors. 3-4. Sensing and seeing motion. Most things that are moving humans cannot sense. The perception is reality. 1. Importance of Corporate Image to Marketing and the Company. 4-1. Good Examples : Coca Cola, Disney, IBM, Ritz Carlton. 4-2. Bad Examples : Enron, Worldcom, Adelphia. 4-3. Why is it not one of the 4Ps if it is so important? Good Question. 1. Corporate Image Strategy Structure 5-1. Creating 5-2. Protecting 5-3. Enhancing P R USC Marketing 307 #4 Corporate Image 2006 Ira S. Kalb. All rights reserved. 2 1. Create Strategies 6-1. Mission Statement (1) Make it clear what you do at the company level, (2) Identify your target audience , and (3) Focus on your uniqueness . This has to be concise enough so it can be easily learned and repeated by your publics while riding up an elevator in a small building. 6-2. Create corporate identity tools Name, Logo, Slogan, Colors, Font styles, Mascots, Spokespeople, etc. 6-3. Identify your publics (stakeholders+) Market targets (customers, prospects, and suspects), Employees (past, present, and future), Media, Stockholders and Owners, Vendors, Bankers and Financial markets, Governments, Unions, Surrounding community, etc....
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- Fall '07