Ch 2 Corporate Image and Brand Management.docx

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Ch 2 Corporate Image and Brand Management - Image o Summarizes what the company stands for Ex. Allstates image of being in good hands. o Refers to the consumers overall feeling toward a company brand o Better image makes it much easier to create solid connections with its customers. o Three components of Corporate Image Quality Willingness to stand behind product Perceptions of how customers are dealt with by the company. o Image from Consumers Standpoint
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Unformatted text preview: Provides assurance in purchases of an unfamiliar product in unfamiliar settings Shortens search time in purchasing decision Give emotional support and social acceptance. o From B2B Stand point Gives greater completive advantage to the selling company International companies are more likely to buy from well known companies. Purchasing from a well known company greatly reduces feelings of risk o...
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This note was uploaded on 09/08/2010 for the course BUS 134B at San Jose State.

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