CORPORATE IMAGE &

BRAND MANAGEMENT

Course 12&13
 CORPORATE IMAGE

Tangible elements

Intangible elements
 TANGIBLE ELEMENTS

Good and services

Retail outlets
Factories
Communication techniques
Corporate name & logo
Packages and labels
Employees
INTANGIBLE ELEMENTS

Corporate, personnel, and environmental policies

Ideals and beliefs of corporate personnel
Culture of country and location of company
Media reports
 ADVANTAGES

Consumer:
- unfamiliar settings?
- little or no previous experience?
- search time?
-psychological reinforcement & social
acceptance
 ADVANTAGES

Company:
- new products?
- prices?
- consumer loyalty?
- quality employees
- favorable ratings
CORPORATE NAME & LOGO

Overt names

Implied names

Conceptual names

Iconoclastic names
 BRAND EQUITY

Set of characteristics that are unique to a brand

Brand parity?

Brand metrics: awareness, recall and recognition

 BRAND EXTENSIONS

The use of an established brand name on goods

or services not related to the core brand
 FLANKER BRANDS

The development of a new brand by a company

in a good or service category in which it currently
has a brand offering
 CO-BRANDING

Ingredient branding

Cooperative branding

Complementary branding
 PRIVATE BRANDS

Private labels

Proprietary brands marketed by an organization

and normally distributed exclusively within the
organization’s outlets
 POSITIONING

The process of creating a perception in the

consumer’s mind regarding the nature of a company
and its products relative to competitors
POSITIONING STRATEGIES

 Product features
- Volvo - safety
- Perrier used to be “sophisticated” and
“stylish”; now it is “flashy” and “trendy”
 Price/ Quality
- Harrods vs. Carrefour
 Use
- Milky Way – the sweet you can eat between
meals
- Domino’s pizza; Pepsi A.M.
 User
- gender (Marlboro cigarettes)
- age (Pepsi Cola vs. Coca Cola)
- income (BMW automobiles for “yuppies”-
young, affluent, urban professionals)
 Competitor (Avis – We try harder)
 Product class dissociation (Dove – “It is not a
soap”)
 Heritage or cultural symbol (Kronenbourg
1664 – “Established since 1803”)