1. Brand and Company Image
Objective 2.07
Brand and Company Image

2. Why do companies develop brands?
How do they come up with brands?
What makes a brand successful?

3. “Touch-Points”
any encounter where customers and business engage to exchange information, provide service, or handle transactions

4. Types of brands
Manufacture
Private
Family
Individual

5. Brand Name
A word, group of words, letters or numbers that represent a product or service.
Should be easily pronounced, distinctive, recognizable
BRAND MARK = symbol
TRADE CHARACTER = “human form”

6. Brand promise
A value or experience a company’s customers can expect to receive every single time they interact with that company.
Pledging to provide quick, friendly service***
Employees have extensive training***
Communicate a company’s positioning***
The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees

7. NIKE
Nike's brand promise is: “To bring inspiration and innovation to every athlete* in the world.”
Like a mission statement

8. What can affect Brand name?
Bad publicity
Health scare
Disaster
Failing to deliver***
Endorsement

9. Company Image
A corporate image is the perception that the general public holds about a particular business.

10. Continued Company Image…
Image is be based on:
A) quality of products
B) solid and long positive reputation
C) highly trained sales team
D) lowest prices in town
E) integrity of staff
F) positive community relations
G) customer service.

11. SHAPING CORPORATE IMAGE
Establish and maintain positive relationships with the general public.
offering products that
successfully meet the needs
of customers, thus
generating goodwill.

12. Why is Company Image so important?
Companies with strong corporate images have an advantage in the market place because their names add value to their products and reduces uncertainty in the eyes of distributors, retailers and consumers.

13. How can employees reinforce company image?
Employee training*** and motivation
Project a positive image
Answering telephones
Establishing dress code requirements
Employee response time to customer questions
Product knowledge***

14. GRADED Assignment (make sure I can find it)
Describe the dress code for principals and teachers.
Describe the dress code and personal appearance requirements for an employee of McDonald’s
Describe the dress code and personal appearance requirements for an employee of Belk.
Describe the image of Auto Bell
Describe the image of Abercrombie & Fitch