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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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