ppt_02 - 2 Brand and Corporate Image Management Chapter...

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RETL 369 2-1 Managing company/brand image Issues associated with developing and promoting brand names and logos Developing brand and corporate positioning strategies 2 Brand and Corporate Image Management Chapter Overview
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RETL 369 2-2 Corporate/brand image Firm and brand images are the impressions that a company presents to customers. What the company stands for as well as how it is positioned in the market place. A firm’s image can have a positive/negative influence on consumers’ decisions.
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RETL 369 2-3 Components of a Corporate Image Study by Edelman Asia Pacific • Quality of goods and services • Willingness to stand behind its products • Perception of how the firm deals with customers
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RETL 369 2-4 Tangible Elements Intangible Elements 1. Goods and services sold. 2. Retail outlets where product is sold. 3. Factories where product is produced. 4. Advertising, promotions, and other forms of communications. 5. Corporate name and logo 6. Packages and labels 7. Employees 1. Corporate, personnel, and environmental policies. 2. Ideals and beliefs of corporate personnel. 3. Culture of country and location of the company. 4. Media reports. F I G U R E 2 . 1 Components of a Corporate Image
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RETL 369 2-5 Role of Corporate Image Consumer perspective Business-to-business perspective Company perspective
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RETL 369 2-6 Role of Corporate Image Consumer Perspective (B2C) Positive assurance regarding purchase decisions of familiar products in unfamiliar settings (quality, return, service, etc.) Positive assurance concerning purchases where there is little previous experience Reduction of search time in purchase decisions Psychological reinforcement and social acceptance
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RETL 369 2-7 NAUTICA sweater on ebay vs. Macy’s
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RETL 369 2-8 Role of Corporate Image Business-to-Business Perspective Same as B2C benefits Competitive advantage Reduced feelings of risks associated with purchase decisions Reduction of search time in purchase decisions Psychological reinforcement and social acceptance
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RETL 369 2-9 Role of Corporate Image Company Perspective Extension of positive consumer feelings to new products - easier new product introduction Ability to charge a higher price or fee Consumer loyalty leading to more frequent and less substitution purchases Positive word-of-mouth endorsements – additional sales, new customers) Greater channel power Attracts higher quality employees More favorable ratings by financial observers and analysts
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RETL 369 2-10 Top 10 Corporate Brands Rank Company Brand Value Country of Ownership (billions) 1 Coca-Cola $68.7 United States 2 IBM $60.2 United States 3 Microsoft $56.6 United States 4 General Electric $47.7 United States
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ppt_02 - 2 Brand and Corporate Image Management Chapter...

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