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20 Cards in this Set
- Front
- Back
Corporate and Brand Image |
Corporate and Brand Image - what the company stands for and how it is known in the marketplace |
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BP Oil - brand image is an important part of Advertising. |
How does a brand's image affect consumers, other businesses and the company, itself? |
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Components of Brand Image |
Components of Brand Image - product, retail outlets where sold, Advertising, name, logo, package, labels, employees, corporate ideals, beliefs and conduct, environmental policies, location, media stories and reports |
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Consumer has a positive image of the brand |
When consumer has a positive brand image - generates greater value for the product and the company instills greater confidence in the product or company reduces search time provides psychological reinforcement |
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Benefits of a strong, positive image to Companies |
Extensions of positive feelings to a company's new products ability to charge a higher price positive word of mouth higher level of channel power ability to attract quality employees favorable ratings by analysts Loyal customers less likely to make substitute purchases. Loyal customers create positive endorsements and have positive feelings about the brand. |
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A strong image accurately portrays the nature of an organization. |
Identifying the desired brand image - identify current image strengths & weaknesses how those outside the company view the brand how employees view the brand correct misperceptions tailor your advertising to promote the targeted image reignite the brand by bringing meaning, relevancy and emotion to it |
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Brand rejuvenation |
Helps customers rediscover the brand Offers timeless consumer value stays true to original but contemporizes Builds a community |
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Changing a brand image. |
Changing a brand's image becomes necessary when target markets decline or disappear, or when image no longer matches industry trends. |
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Brand names |
Brand names are a banner for a company or product. |
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Overt name |
Overt names reveal what a company does. Kraft Foods Implied names contain recognizable words that convey what a company does. FedEX Conceptual names. Google, Twitter Iconoclastic names - something unique, memorable. Monster.com |
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Twitter bird |
Logos - the symbol used to identify a brand |
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A great logo |
Traits of a great logo - recognizable familiar elicits a consensual meaning among the target evokes a positive message Simple/Clear |
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Family brand |
Family brand - company offers a series or group of products under one name Campbell |
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Brand extension - from athletic shoes to clothing |
Brand extension - use of an established brand name. Nike extension to clothing |
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Flanker brands - Proctor & Gamble |
Flanker brand - a new brand sold in same category as another product Ivory, Gain Cheer, Tide Proctor & Gamble does this often. |
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Kroger brands, Wal-mart brands |
Private brands- company store brands like Wal-mart or Kroger brands; store brands |
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Dole pineapples |
Salient brands - provides benefits consumers consider are higher quality than other brands; leads to brand loyalty |
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Building powerful brands. Makers Mark Makers 46 |
invest in the brand create awareness offer authentic uniqueness build trust deliver an experience offer value act responsibly |
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Brand loyalty |
Brand loyalty - customer will purchase only that brand |
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Packaging |
packaging - easy placement and visibility on shelves, prevent tampering, meet consumer needs for speed and convenience, communicate the Advertising message |
