IMC:

Corporate Image and

Brand Management
Chapter 2 with
Duane Weaver

OUTLINE
Corporate Image Roles
Consumer role
B2B role
Corporate role

Promoting Desired Image

Components of a
Corporate Image
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

Corp. Image Role consumers view

Assurance of familiar products

(e.g. Coke)

Assurance of familiar company

(e.g. IBM)

Reduction of purchase research time

Psychological reinforcement & social
acceptance

Corp. Image RoleB2B view

Reduce feelings of risk

Reduce search time
Psychological reinforcement & social
acceptance

Corp. Image Role

corporations view (self-view)
Extends +ve consumer feelings to
new products
Enables higher pricing
Enables increased repeat buying
Endorses +ve W.O.M.
Attracts quality employees
Increased financial viability as
ranked by analysts and corp. raters

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
(e.g. New Coke vs. Coke Classic)

3. Difficult to next to impossible to

develop new image
(sometimes divorce and/or new company is easier)

4. Recovering from ve or bad press

happens fast (overnight)
building/rebuilding can take years!

Branding

discovering why consumers buy a brand

Most compelling Benefits?
Emotions elicited by the brand?
One-word encapsulation?
Importance to customers?
Get in your teams and write down two
company brand names you feel are the
best in their industry. Explain how the above

four criteria are demonstrated by the brand name

that make it the best.

Packaging
What do they say to us?

Packaging
Same? What do they say differently to us?

Brand Equity
Brand equity has been also defined as:
The component of overall preference not explained by objectively
measured attributes; and
The set of consumer associations & behaviours that permits the brand to
earn greater volume or margins than it could without the brand name.

http://www.ag.state.co.us/mkt/BrandEquityandImageAssess.pdf#search='logo%20images%20brandequity
(retrieved Jan/05/2006), Brand Werks Group,

Brand Equity
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.
Brand image may be the best, single marketable investment a
company can make. Creating or revitalizing a positive brand image is
a basic component of every business and lays a foundation on
which companies can build their future.
http://www.ag.state.co.us/mkt/BrandEquityandImageAssess.pdf#search='logo%20images%20brandequity
(retrieved Jan/05/2006), Brand Werks Group

Brand Extensions and

Flanker Brands
Brand Extension

Use established brand name for unrelated

goods and services
(reaching new markets with new product lines)
Black & Decker: power tools, flashlights, household
appliances (toaster, iron, kettle)

Flanker Brand
Develop a new brand within a related product
category
(increase market mix to reach new target segments)
Tide & Cheer, Ivory Snowetc.

Co-Branding
Ingredient branding
Intel inside compaq

Cooperative branding
Joint venture e.g.: Citbank, Mastercard
and American Airlines points card

Complementary branding
Encourage co-consumption of more
than one brand such as Oreo shakes in
Dairy Queen

Private Brands
Exclusive lines
Used to be higher priced now lower
priced
Use to have higher quality
perception now not always
Retail loyalty up but brand loyalty
down
E.G.: Sears (Kenmore)

Positioning
The process of creating a perception in the consumers mind regarding
the nature of a company and its products relative to the competition
(Clow & Blaack, p. 48)

7 ways to achieve effective positioning:

Attribute
Cultural
Symbol

Competitors

POSITIONING

Product
Class
Product
User

Price-Quality
Relationship

Application
Use

THANKS!