X509212 Integrated Marketing Week2 Image

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X509212 Integrated Marketing Week2 Image

  1. 1. Corporate and Brand Image<br />X50.9212 Integrated Marketing – Week 2<br />
  2. 2. Pick Your Brands<br />Choose your top favorite brand<br />Why do you feel they are effective?<br />What is one word/phrase that would describe the brand?<br />Who is their top competitor? <br />How are each positioned against each other (how are they the same, how are they different)?<br />Choose your top least favorite brand<br />Where do they fail where others succeed?<br />
  3. 3. Agenda<br />Elements of corporate image<br />Importance of corporate image<br />Tactics of a corporate image <br />Types of brands<br />Positioning your brand/image<br />
  4. 4. Corporate Image<br />Feelings consumers and businesses have about the overall organization and its individual brands<br />
  5. 5. Top Three Contributing Factors <br />PERCEIVED QUALITY of product(s) or service(s)<br />RESPONSE/SUPPORT of products/services if something goes wrong<br />How the firm treats its CUSTOMERS<br /> Can you think of an example of a firm that failed on one of these critical elements? <br />?<br />
  6. 6. Role of Corporate Image<br />
  7. 7. Promoting the Desired Image<br />CREATING <br />REJUVENATING<br />CHANGING<br />
  8. 8. Creating a Strong Brand Name<br />Benefits of the brand<br />Emotions during or after purchase<br />One word/phrase<br />What is important to the customer?<br />
  9. 9. Brand Parity vs. Brand Equity<br />Find what’s unique to the brand – DIFFERENTIATION<br />Price premium, higher margins<br />Distribution/Retailer power<br />Reduce chance of switching <br />Prevents decrease in market share<br />
  10. 10. Building Brand Equity<br />Differentiation<br />Research and development, innovation<br />Be a fast mover!<br />New and traditional media<br />Domination of the market<br />What about niche brands?<br />AWARENESS  RECALL  RECOGNITION<br />
  11. 11. Types of Brands<br />Family brands<br />Brand extensions<br />Flanker brands<br />Co-branding<br />Ingredient branding<br />Complementary/co-consumption branding<br />Private brands<br />
  12. 12. Brand Positioning<br />Creating a perception in the consumer’s mind regarding the nature of the brand in relation to other brands in the market<br />e.g. product quality, price, etc. <br />Common positioning strategies<br />Attribute (characteristic)<br />Competitive <br />Use or application<br />Price-quality (high quality or low cost)<br />Product user (who will use the product)<br />Product class (product category)<br />Cultural symbol/icon<br />
  13. 13. Sample Brand Positioning Map<br />Ford<br />Chevy<br />BMW<br />PERCEIVED VALUE ($)<br />PERCEIVED QUALITY<br />
  14. 14. Branding YOU! <br />How can you apply branding and image tactics to yourself/your job search? <br />How would you position yourself in the marketplace? What would your differentiation strategy be? <br />How would you communicate this strategy? <br />
  15. 15. Corporate and Brand Image<br />X50.9212 Integrated Marketing – Week 2<br />

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