Amway Corporate Identity and Image


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Amway Corporate Identity and Image

  1. 1. Corporate Identity and Image Gap Analysis By Pimpisa Jular 4945346628 Usaporn Tanadumrongsak 4945386728 Sundhika Chagsudulya 4945371228 Parkorn Wongsiri 4945351728
  2. 2. <ul><li> Established in 1959 by the two co-founders, Rich De Vos and J ay Van Andel </li></ul><ul><li> Available in countries, as for Thailand, the first launch was in 1997 </li></ul><ul><li> Position the company as consumer products providers with business </li></ul><ul><li>opportunities (chain business) </li></ul><ul><li> Perceive itself as a company that offers a low-risk, low-cost business </li></ul><ul><li> “ Freedom, family, hope, and reward” </li></ul><ul><li>Sell nutrition and wellness, beauties, bath and body, and for-the-home </li></ul><ul><li>products </li></ul>Company’s Profile <ul><li>65 research centers around the globe </li></ul><ul><li>Focused more on research for a superior quality </li></ul><ul><li>through a wide variety of product lines </li></ul><ul><li> 2 nd largest in direct selling </li></ul>
  3. 3. Corporate Identity/Brand Expression Analysis <ul><li>The old logo was firstly used in September 2002 in </li></ul><ul><li>the U.S. </li></ul><ul><li>The world-like figure was used in expressing itself </li></ul><ul><li>as an international, trustworthy international </li></ul><ul><li>commitment </li></ul><ul><li>Logo >> very high brand positioning tool, Amway </li></ul><ul><li>society </li></ul><ul><li>Its logo gives the feeling of quality expressed through </li></ul><ul><li>the use of color, simple design format that has a </li></ul><ul><li>meaning </li></ul><ul><li>More vivid and distinction express pride </li></ul><ul><li>Horizon </li></ul>
  4. 4. <ul><li> Help people live better lives </li></ul><ul><li>Commit to the production of safety and </li></ul><ul><li>healthy products </li></ul><ul><li> Adapt itself to fit with each local market </li></ul><ul><li> Concern for the local community </li></ul><ul><li> Concern for the environment </li></ul><ul><li>Give priority in maintaining the highest </li></ul><ul><li>ethical standards </li></ul><ul><li> Employ the latest technology </li></ul><ul><li> Share generously global community </li></ul>Identity
  5. 5. Image Interview: People's opinions toward Amway
  6. 6. <ul><li> Direct selling company </li></ul><ul><li>Target: B class especially working people </li></ul><ul><li>and housewife </li></ul><ul><li>Multi-level marketing strategy that sells variety </li></ul><ul><li>of products to diverse groups of customers </li></ul><ul><li> Quality products that come in different lines </li></ul><ul><li> Imported product form U.S.A </li></ul><ul><li>Consider expensive in comparison to product </li></ul><ul><li>of the same category </li></ul><ul><li> Good Reputation and marketing strategy </li></ul><ul><li> Extreme Sale </li></ul><ul><li> “ A network of Amway worshiping cults” </li></ul>Image
  7. 7. Perception Gap: Identity VS Image <ul><li> Business community </li></ul><ul><li> Environmental friendly </li></ul><ul><li> Positive outlook </li></ul><ul><li> Affordable price </li></ul><ul><li> Increased business opportunities </li></ul><ul><li>Convenient to make a purchase </li></ul><ul><li>Do charitable contributions </li></ul> Cult  Not very active  Negative perception  Considerably expensive  Reduced social acceptance  Inconvenient to make a purchase Identity Image
  8. 8. Opinions from website
  9. 9. Opinions from website
  10. 10. Recommended Strategies <ul><li>Corporate Social Responsibility Program </li></ul><ul><li>Pays more attention on publicity- let customers </li></ul><ul><li>know of the company’s goodwill </li></ul><ul><li>Customer Relationship management Program </li></ul><ul><li>Attracts customers by showing the qualities that </li></ul><ul><li>the products offer: changing of the company’s </li></ul><ul><li>core value, distributing free sampling to potential </li></ul><ul><li>prospects, using existing and satisfying customers </li></ul><ul><li>as the company’s testimonial, opening a store. </li></ul><ul><li>Conducts insightful survey every once in a while </li></ul><ul><li>to keep the company’s service compatible with </li></ul><ul><li>customers’ needs </li></ul>