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X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
X509212 Integrated Marketing Week2 Image
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X509212 Integrated Marketing Week2 Image

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  • 1. Corporate and Brand Image
    X50.9212 Integrated Marketing – Week 2
  • 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?
  • 3. Agenda
    Elements of corporate image
    Importance of corporate image
    Tactics of a corporate image
    Types of brands
    Positioning your brand/image
  • 4. Corporate Image
    Feelings consumers and businesses have about the overall organization and its individual brands
  • 5. Top Three Contributing Factors
    PERCEIVED QUALITY of product(s) or service(s)
    RESPONSE/SUPPORT of products/services if something goes wrong
    How the firm treats its CUSTOMERS
    Can you think of an example of a firm that failed on one of these critical elements?
    ?
  • 6. Role of Corporate Image
  • 7. Promoting the Desired Image
    CREATING
    REJUVENATING
    CHANGING
  • 8. Creating a Strong Brand Name
    Benefits of the brand
    Emotions during or after purchase
    One word/phrase
    What is important to the customer?
  • 9. 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
  • 10. 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
  • 11. Types of Brands
    Family brands
    Brand extensions
    Flanker brands
    Co-branding
    Ingredient branding
    Complementary/co-consumption branding
    Private brands
  • 12. 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
  • 13. Sample Brand Positioning Map
    Ford
    Chevy
    BMW
    PERCEIVED VALUE ($)
    PERCEIVED QUALITY
  • 14. 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?
  • 15. Corporate and Brand Image
    X50.9212 Integrated Marketing – Week 2

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