Image management marketing perspectief

29 september 2011

Nanne Migchels

I Tangibles Intangibles

Goods and services Corporate, personnel, and environmental policies

Retail outlets (sale) Ideals and beliefs of corporate personnel

Factories (produce) Culture of country and location of company

Communication media: ads, promos, literature, docs…

Media reports

Name/Logo

Packaging & Labeling

Employees

Image

Consumer’s view

• Assurance of familiar products (e.g. Coke)

• Assurance of familiar company (e.g. IBM)

• Reduction of purchase research time• Psychological reinforcement & social acceptance

Corporation’s view

• Extends consumer feelings to new products• Enables higher pricing• Enables increased repeat buying• Endorses W.O.M.• Attracts quality employees• Increased financial viability as ranked by analysts and corp.

raters

Brand image

Brand image is everything.

It is the sum of all tangible & intangible traits — the ideas, beliefs, values, prejudices, interests, features & ancestry that make it unique.

A brand image visually & collectively represents all internal & external characteristics — the name, symbol, packaging, literature, signs, vehicles & culture.

It's anything & everything that influences how a brand or a company is perceived by target constituencies — or even a single customer.

Promoting Desired Image

1. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!

10-02-2004 04-03-2004 19-03-2004

Dasani

Andere voorbeelden van ‘Bad Press’

• Buckler – Youp van ‘t Hek (1989)• Ford Sierra – Jeremy Clarkson (1982)• Woekerpolissen – Tros Radar (sinds

2006)• Domino’s Pizza – You Tube Video (2009)• United Airlines – Dave Carroll / You Tube

(2009)• John Galliano (2011)

Promoting Desired Image1. Difficult to “next to impossible” to develop

new image

2. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!

Promoting Desired Image

1. Easier to re-enforce or rejuvenate than it is to change well-established

2. Difficult to “next to impossible” to develop new image

3. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!

zeeman

• FRANK – Amsterdam Fashion WeekEr goed uitzien hoeft niet duur te zijn

Promoting Desired Image

1. Image must accurately portray firm and coincide with products and services sold.

2. Easier to re-enforce or rejuvenate than it is to change well-established

3. Difficult to “next to impossible” to develop new image

4. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!

Imago management

Balans vinden in twee onderdelen:• Cognitie/kennis• Emotie/beleving