Post on 01-Jun-2018
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IMC:
Corporate Image and
Brand Management
Chapter 2 with
Duane Weaver
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OUTLINE
Corporate Image Roles Consumer role
B2B role
Corporate role
Promoting Desired Image
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Components of a
Corporate Image
Tangibles
Intangibles
Goods and services Corporate, personnel, andenvironmental policies
Retail outlets sale! Ideals and "elie#s o# corporate
personnel
$actories produce! Culture o# countr% and location o#compan%
Communication media& ads,promos, literature, docs'
(edia reports
)ame*+ogo
Pacaging - +a"eling
.mplo%ees
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Corp. Image Role -
consumers !e"
/ssurance o# #amiliar productse0g0 Coe!
/ssurance o# #amiliar compan%e0g0 IB(!
Reduction o# purchase research time
Ps%chological rein#orcement - social
acceptance
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Corp. Image Role-
B#B !e"
Reduce #eelings o# ris
Reduce search time
Ps%chological rein#orcement - social
acceptance
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Corp. Image Role $
corporat!ons !e" %self-!e"&
.1tends ve consumer #eelings tonew products
.na"les higher pricing
.na"les increased repeat "u%ing
.ndorses ve W030(0
/ttracts 4ualit% emplo%ees
Increased #inancial via"ilit% as
raned "% anal%sts and corp0 raters
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'romot!ng (es!red Image
50 Image must accuratel% portra% #irm andcoincide with products and servicessold0
20 .asier to re6en#orce or re7uvenate than it
is to change well6esta"lishede0g0 )ew Coe vs0 Coe Classic!80 Di##icult to 9ne1t to impossi"le: to
develop new imagesometimes divorce and*or new compan% is easier!
;0 Recovering #rom ve or 9"ad press:happens #ast overnight! '"uilding*re"uilding can tae %earsears Lenmore!
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'os!t!on!ng9Jhe process o# creating a perception in the consumerMs mindregarding
the nature o# a compan% and its products relative to the competition:Clow - Blaac, p0 ;N!
O wa%s to achieve e##ective positioning&
"ultural
#ymbol
$roduct
"lass
$roduct
%ser
$rice'uality
(elationship
)pplication
%se
"ompetitors
)ttribute
$*#ITI*+I+,
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T01N234