...Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Janis McFaul July 21, 2014 Abstract The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Corporate image is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another. Corporate imaging and brand naming can be...
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...Brand Name and Corporate Image OMM 615 Strategies: Marketing/Advertising/Public Relations Larry Flegle September 8, 2014 I can see how some may think brand image and corporate image would be considered the same. They generally mirror each other. For instance, if one views Apple as a reputable, trust-worthy company they will naturally view their brand names such as i-pod, i-pad, and Mac computers and laptops in the same aspect. For a company to expand their brand name sales, the company must have a positive image reflected upon the business. If there is one blemish on the company, their brands may suffer. The two most critical elements of a corporation’s marketing plan are the brand name and the corporate image. Corporate image is how employees, customers, and the general public recognize the company which in turn shift’s to how the public feels about the company brands or services. According to Clow & Baack (2012), “A firm’s image is based on the feelings consumers and businesses have about the overall organization and its individual brands” (pg. 25). Another important thing is how willing a corporation is to uphold its customer service in regards to a product or service being unsatisfactory. If customers consistently complain that a company’s customer service department is inhospitable and uncooperative, it can damage the corporation’s image and the brand. Corporate image is a critical component in a marketing plan because a consumer’s viewpoint of the...
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...com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also found to be...
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...Corporate Reputation Review Volume 5 Numbers 2 and 3 Gaps Between the Internal and External Perceptions of the Corporate Brand Gary Davies and Rosa Chun Manchester Business School Corporate Reputation Review, Vol. 5, Nos. 2/3, 2002, pp. 144–158 # Henry Stewart Publications, 1363–3589 Page 144 ABSTRACT The corporate branding and reputation literatures both refer to the significance of gaps between the employee and customer perceptions of the corporate brand. There is a generally held view that the two perspectives should be aligned. In particular there is a view that any gaps between the two should be reduced. In this study a standardized ‘Corporate Personality Scale’ was used, to measure the employee perceptions (referred to as identity) and customer perceptions (referred to as image) of the corporate brand image of two department stores. The stores were both part of the same group, but traded under different names and in different locations. Gaps were identified between the image and identity for both stores. In one, the image was found to be superior to the identity. In the other, the identity was superior to the image. The former store had benefited from a substantial investment in store redesign but investment in staff and their training had been neglected. The results are discussed within the theory of retail marketing and the more general work on corporate branding. Some practical implications are identified. If image and identity co-evolve...
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...Proceedings of ASBBS Volume 18 Number 1 CORPORATE SOCIAL RESPONSIBILITY – A TOOL TO CREATE A POSITIVE BRAND IMAGE Kaur, Maneet Lovely Professional University, Jalandhar, India. Agrawal, Sudhir. Symbiosis International University, Noida, India ABSTRACT “Way to creating positive image lies in building connections with society through Corporate Social Responsibility initiatives.” Corporate Social Responsibility creates a landing place in the minds of the target consumers. It not only caters to the Brand Equity awareness among the consumers but also leads to a positive Brand Image in the minds of the potential consumers. The purpose of this paper is to understand how Corporate Social Responsibility can lead to the creation of better brand image. It investigates the efficacy of Corporate Social Responsibility initiatives creating positive brand image in the minds of the consumers. The present study is based on secondary data, information collected from authentic sources such as books, journals, magazines and research reports and electronic data gathered through related web sites. Explanation and exploration of different types of conceptual information presented in the study is the result of observation, in depth reading, experiences and rational judgement of the author and co-author of the paper. KEY WORDS: Corporate Social Responsibility, Brand Image, Societal Marketing, Consumer Perceptions, Corporate Social Responsibility Initiatives. INTRODUCTION With the advent of the era...
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...Designing and Implementing Brand Architecture Strategies DEVELOPING A BRAND ARCHITECTURE STRATEGY Definition: Brand Strategy/Brand Architecture tells marketers which brand name, logos, symbols and so forth to apply to new and existing products. Brand Architecture: It describes both brand breath or boundaries and its depth or complexity The Role of Brand Architecture: * To clarify brand awareness: Improve consumer understanding and communicate similarity and differences between individual products and services. * To improve brand image: Maximize transfer of equity between the brand and individual products and services to improve trial and repeat purchase. 3 Steps of Developing a brand architecture strategy: Step 1: Defining Brand Potential Define the brand potential by considering three important characteristics (1) the brand vision, (2) brand boundaries, (3) brand positioning. Articulating Brand vision: * Brand vision = Management view of brands long-term potential * Influenced by: * how well the firm is able to recognize the current and passive future brand equity. * Many firms have latent brand equity * that is never realized because the firms are unable or unwilling to consider all that the brand could and should become. * A good brand vision has a foot in present and future * Brand vision needs to be aspirational * so has room to grow and improve * Fundamentally brand visions relates the higher order...
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...offer a resit opportunity. To participate in the resit, you have to prepare the framework of a report about a research on corporate social responsiblity (CSR) , for a brand of your own choice. You as a researcher are being asked to research the company image (of the brand you choose yourself) in terms of CSR. The Resit assignment consists of 5 parts: 1. Choose a brand 2. Develop the research methodology a. Formulate the research problem b. Define the central research objective c. List the key concepts d. Design at least 4 research questions 3. Develop the table of contents of this report. The table of contents has to look like a professional table of contents. 4. Give a short summary of what you are going to describe in each chapter of your report. Don’t use more than 5 lines per chapter. 5. Give the bibliography in APA-style, with at least 3 relevant sources (wikipedia is not allowed). To be clear, you have to execute the 5 parts of the assignment, you do not have to write the whole research report. Start each part on a new page. You have to upload the assignment on DLWO before the deadline. The deadline for the resit is the 10th of January before 17.00 pm. If you participate in the resit, then the result for the resit will replace the results of the individual assignments. Resit assignment 1. Choosing a Brand for a research about Corporate Social Responsibility About (CSR) (CSR) is defined as the voluntary activities undertaken by a company to operate...
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...Corporate Communications Mrs. Cynthia Kamasa-Quashie Due December 4, 2013 Final: Chapter 4 Summary Chapter 4 discussed the importance of identity, image, reputation, and corporate advertising within a corporation. In the Merriam-Webster dictionary, identity is defined as the qualities, beliefs, etc., that make a particular person or group different from others. “Corporate and brand identities are an expression and reflection of an organization’s culture, character, personality, and its products and services; inspiring trust with consumers, employees, suppliers, partners and investors” (“The Importance”). The identity of a corporation helps the organization inform its constituencies who they are; it is how they differentiate themselves among other organizations. Establishing an image helps corporations better express their identities. When discussing image, the term logo is introduced. Argenti P. stated that logos are important due to their visual nature. “This visual element symbolizes the brand and can play a large role in establishing an emotional connection with the product” (Kenni Z. 2011). In other words, the image of a corporation is how it identified. For example, the golden arches forming the shape of the letter “M” is how McDonalds is identified among its constituencies. “To stand out from their competitors, every company needs to have a good brand image, to create a niche in the client’s mind by having a unique, pleasing appearance and identity” (“What is Corporate”)...
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...g [pic] [pic] SCHOOL OF MANAGEMENT Brand Image of Apple Inc. [pic] BSc in Business and Management Studies [Marketing] TABLE OF CONTENTS[pic] Page ACKNOWLEDGEMENT Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior...
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...Brand Audit Report: MORTEIN [Year] hynix computer [Pick the date] Declaration Hereby I, Rauha Rafiq, declare that this research report is my own original work and that all sources have been accurately reported and acknowledged, and that this document has not previously in its entirety or in part been submitted at any university in order to obtain an academic qualification. Abstract The main question addressed in this research study is ‘How can Mortein improve upon their current brand image and subsequent brand positioning. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the Mortein brand. A brand audit was therefore performed on the corporate Mortein brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand...
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...Identity based views of the corporation Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image Abstract Purpose – The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997. Design/methodology/approach – The paper takes the form of a literature review. Findings – The notion of, what can be termed, “identity-based views of the corporation” is introduced. Each of the ten identity based perspectives that inform the above are underpinned by a critically important question which is believed to be of considerable saliency to marketing scholars and policy advisors alike. As a precursor to an exposition of these ten perspectives, the paper discusses five principal schools of thought relating to identity and identification ((the quindrivium) which can be characterised as: corporate identity (the identity of the organisation); communicated corporate identification (identification from the organisation); stakeholder corporate identification (an individual, or stakeholder group’s, identification with the organisation); stakeholder cultural identification (an individual, or stakeholder group’s, identification to a corporate culture); and envisioned identities and identifications (this is a broad category and relates to how an organisation, or group...
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...1 Brand guidelines Created July 2011 Minak Theatre, Cornwall Brand guidelines 2 Houses of Parliament, London 3 Welcome to VisitEngland’s brand guidelines Introduction 05_ VisitEngland’s mission 06_ Guidelines and their use 07_ About VisitEngland 4 Elements 09_ The VisitEngland logo 10_ Logo size 11_ Logo don’ts 12_ Logo colourways 13_ Logo exclusion zone 14_ Logo usage 15_ Graphic device 16_ Transparent rose 17_Working with other logos 18_ VisitEngland colours 19_ Subject area colours 20_ Everyday typeface 21_ Printed typeface 22_ Photography 24_ Photography do’s 25_ Photography don’ts 26_ Supporting devices 27_ House style 28_ Corporate responsibility Templates 31_ PowerPoint 35_ Generic cover design 37_ Briefing documents 39_ Letterhead & compliments slip 41_ Certificate 43_ E–Communications 46_ Business cards 48_ Case study/Best Practice Guide 51_ A5 flyer 53_ A4 booklet 55_ Business documents 57_ Layout grid 59_ Banner stands Appendix 61_ VisitEngland brand hierarchy Anthony Gormley sculptures at Crosby beach, Merseyside Contact Details VisitEngland’s mission | Brand guidelines | 05 5 VisitEngland will lead and drive forward the quality, competiveness and sustainable growth of England’s visitor economy by providing strategic direction, intelligence and coordinated marketing for the sector. Through partnership and collaborative activities we will support our partners at national and local levels to deliver excellent visitor...
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...‘The business of business is business’ (Milton Friedman, 1970, New York Time magazine) Build a strong brand image -Branding is at the centre of reputation management, it requires a clear corporate mission and philosophy. -Trust and credibility from public are indispensable to build a strong brand image (Schweizer & Wijnberg, 1999). -Brand personality and identity must be clearly understood by each stakeholders to portray the brand values. -The culture and values of a brand are a key part of the brand image. Improve Financial performances -Good reputation leads to higher customer retention (Caminiti, 1992; Preece et al., 1995) so increase repurchasing. -Customers are willing to pay higher prices for a product/service sold by a company with a good reputation. -Good reputation improve customers satisfaction (Markus Eberl and Manfred Schwaiger, 2004). -Past financial performances can impact the current reputation which can impact the future financial performances. -All of these elements have a positive impact on profit. Develop relationship with stakeholders -“Any group or individual who can affect or is affected by the achievement of an organisation’s objectives” (Freeman, 1984, p.46). -Shareholders, customers, employees, business partners, media, government, local communities, environment. -The company must communicate efficiently, transparently and use different ways of communication for each stakeholder to maintain and develop strong relationship (Benjamin...
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...Marketing Strategic Name: Ching Jui Liao Due date: 10/16/2012 New Belgium Brewing (A): Social Responsibility as a Competitive advantage Brief Strengths 1. Strong brand name 2. Definite company core values and beliefs 3. NBB offers a variety of permanent and seasonal ales and pilsners. 4. Strong and stable sales force. 5. Employees enjoy their job because the company treats them very well 6. NBB’s social responsibilities give the company a competitive advantage because consumers want to believe in and feel good about the products they purchase. 7. NBB efforts to live up to its own high standards have paid off with numerous awards and a very loyal following. 8. NBB has made significant achievements in sustainability, particularly compared to other companies in the industry. Weaknesses 1. They growth very quickly and leads to many social problems, but not focus on the business of beer. 2. Limited distribution. 3. Intelligent green consumers are likely to investigate a company’s green claims , and they will undoubtedly find areas that need improving. 4. Doesn’t use tradition marketing to management and push their product. 5. Although NBB’s all electric power comes from renewable sources, the plant is still heated in part by using natural gas. Opportunities 1. New Belgium has remained focused on its core values of customer intimacy, sustainability, whimsy, and...
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...Companies use Corporate Advertising to increase awareness of Corporate Social Responsibility Therefore Increasing Profitability Erika Jean-Pierre Saint Leo University Abstract This review of literature will explore seven peer reviewed articles that report on results from research conducted on how companies use corporate advertising to increase awareness of corporate social responsibility thus increasing profitability. More specifically focusing on the advantages of corporate social responsibility and the positive benefits in profitability. This review of literature will incorporate various companies and industries from coffee, grocery, amusement parks, cars, oil production, alcohol, and casinos. It will analyze how corporate communication of corporate social responsibility enhances market share and drive increased profits. Companies use Corporate Advertising to increase awareness of Corporate Social Responsibility Therefore Increasing Profitability Numerous studies have been conducted on corporate advertising to increase awareness of corporate social responsibility and increased profitability for business. Companies use corporate advertising to strengthen their identities and create a favorable mental picture in consumer’s mindset. On average, companies spend millions of dollars each year in their marketing budgets toward corporate advertising. With corporate advertising, companies are not necessarily looking to sell a product or service, but rather the...
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