0. MKTG 303: Advertising and Promotion Corporate Image and Brand Management October 8, 2009 Zeynep Gürhan-Canlı

1. Corporate Image Components of image Role of corporate image Tangible
Intangible
Role of corporate image
Consumer perspective
Business-to-business perspective
Company perspective

2. Corporate Image Consumer Perspective
Provide assurance
Unfamiliar settings
Little or no previous experience
Reduce search time
Provide psychological reinforcement
Provide social acceptance

3. Corporate Image Company Perspective
Extension of name to new products.
Ability to charge more
Consumer loyalty
More frequent purchases by customers
Positive word-of-mouth communications
Attracts higher quality employees

4. Corporate Image Development
Accurate reflection of firm
Reinforcing image
Rejuvenating image
Changing image
Negative press

5. Promoting the Desired Image
Creating the right image
Convey clear message
Fit with company and product
Rejuvenating an image
Easier than changing image
Add new elements, but maintain current image
Changing an image
Extremely difficult

6. Corporate Names
Overt names: Turkish Airlines (reveal what the company does)
Implied names: FedEx, IBM, İzocam (recognizable words or word parts that imply what the company is about)
Conceptual names: Varan, Krispy Kreme (try to capture the essence of the idea behind the brand)
Iconoclastic names: Apple, Beko (Does not reflect company’s goods or services , but instead something that is unique, different, and memorable)

7. Corporate Logos

8. Corporate Logos Should be easily recognizable Should be familiar
Should elicit consensual meaning
Stimulus codeability
Should evoke positive feelings

9. Benefits of Logo Aids in recall Reduces shopping effort
Specific brands
Advertisements
Reduces shopping effort
Reduces search time

10. Brand Logos

11. Developing Strong Brands
What are most compelling benefits?
What emotions are elicited by brand?
What one word best describes brand?
What is important to consumers in the purchase of the brand?

12. Benefits of Brand Equity
Higher prices
Higher gross margins
Channel power
Additional retail shelf space
Reduces customer switching behavior
Prevents erosion of market share

13. Building Brand Equity Research current brand image.
Decide what makes the brand unique.
Communicate brand’s uniqueness.
Spend heavy on advertising.
Make domination the goal.
Deliver on uniqueness.

14. Types of Brands Co-Branding Family brands Brand extensions
Flanker brands
Private brands
Co-Branding
Ingredient
Cooperative
Complementary

15. Changes in Private Brands
Quality improvements
Lower prices
Higher store loyalty
Lower loyalty to manufacturer brands
Increase in advertising of private brands
Increase in quality of private brand store displays

16. Packaging

17. Packaging Traditional elements New trends Product protection
Ease of shipping
Easy placement on shelves
Prevent theft
Prevent tampering
New trends
Consumer convenience
Contemporary and attractive design
Designed for ease of use

18. Labels Must meet legal requirements.
Provide another marketing opportunity to sell the product.

19. Product Positioning Markets Relative to competition.
Exists in the mind of the consumer.
Attributes
Competitors
Use or application
Price/quality
Product user
Product class
Cultural symbol
Markets
Consumer
B-to-B
International