Image management 2011
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Transcript of Image management 2011
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Image management marketing perspectief
29 september 2011
Nanne Migchels
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I 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
Image
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Consumer’s view
• Assurance of familiar products (e.g. Coke)
• Assurance of familiar company (e.g. IBM)
• Reduction of purchase research time• Psychological reinforcement & social acceptance
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Corporation’s view
• Extends consumer feelings to new products• Enables higher pricing• Enables increased repeat buying• Endorses W.O.M.• Attracts quality employees• Increased financial viability as ranked by analysts and corp.
raters
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Brand image
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.
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Promoting Desired Image
1. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!
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10-02-2004 04-03-2004 19-03-2004
Dasani
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Andere voorbeelden van ‘Bad Press’
• Buckler – Youp van ‘t Hek (1989)• Ford Sierra – Jeremy Clarkson (1982)• Woekerpolissen – Tros Radar (sinds
2006)• Domino’s Pizza – You Tube Video (2009)• United Airlines – Dave Carroll / You Tube
(2009)• John Galliano (2011)
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Promoting Desired Image1. Difficult to “next to impossible” to develop
new image
2. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!
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Promoting Desired Image
1. Easier to re-enforce or rejuvenate than it is to change well-established
2. Difficult to “next to impossible” to develop new image
3. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!
zeeman
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• FRANK – Amsterdam Fashion WeekEr goed uitzien hoeft niet duur te zijn
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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
3. Difficult to “next to impossible” to develop new image
4. Recovering from “bad press” happens fast (overnight) …building/rebuilding can take years!
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Imago management
Balans vinden in twee onderdelen:• Cognitie/kennis• Emotie/beleving