MARKETING COMMUNICATIONS PROJEC
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chapter_2_image.pptxCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
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Chapter Two
Corporate Image
and
Brand Management
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How important are brand names?
In what product categories are brand names important?
What product categories are brand names not important?
What is your image of Apple?
What determines your image of Apple?
http://www.youtube.com/watch?v=GQb_Q8WRL_g&NR=1
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Apple
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Tangible Elements
Intangible Elements
1. Goods and services sold.
2. Retail outlets
3. Where product is produced.
4. Forms of communications.
5. Corporate name and logo
6. Packages and labels
7. Employees
1. Corporate policies.
2. Media reports.
F I G U R E 2 . 1
Components of a Corporate Image
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Role of Corporate Image Consumer Perspective
Reduces search time
Provides psychological reinforcement
Social acceptance
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Role of Corporate Image Company Perspective
Extension of feelings to new products
Ability to charge more
Consumer loyalty
More frequent purchases by customers
Positive word-of-mouth
Attracts higher quality employees
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Promoting the Right Image
Creating the right image.
Conveys a clear message about the organization.
Fit with products being sold.
Rejuvenating an image.
Easier than changing a well-established image.
Changing an image.
Extremely difficult.
Necessary when
Target market has shrunk or disappeared.
Current image not consistent with industry trends.
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Corporate Names
Overt names - reveals what a company does (American Airlines)
Implied names – contains recognizable words that convey what a company does (IBM)
Conceptual names - captures the essence of what a company offers (Google)
Iconoclastic names – represents something unique (Apple)
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Benefits of Logo Recognizability
Aids in recall of specific brands.
Aids in recall of advertisements.
Reduces shopping effort.
Reduces search time and evaluation of alternatives.
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Logo Recognizability
McDonald’s Golden Arches logo is recognizable enough to stand on its own.
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Companies often
create product icons
to develop an identity for their products.
Why is the
Mr. Clean icon
an effective representative
for its product?
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Did you know…
The bite in the Apple logo was placed there so no one would think it’s a tomato
The woman who designed the Nike logo was paid $35 in 1971.
In 1983, she was later awarded with Nike stock.
The Coca-Cola logo was designed in 1886 by the employee with the neatest handwriting
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Branding
Provides quality assurance.
Reduces search time.
Allows a company to charge more.
Reduces brand parity.
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Higher prices
Higher gross margins
Channel power
Additional retail shelf space
Reduces customer switching behavior
Prevents erosion of market share
F I G U R E 2 .6
Benefits of Brand Equity
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Types of Brands
Family brands
Brand extension
Flanker brand
Co-branding
Ingredient branding
Cooperative branding
Complementary branding
Private brands
