The IMC Foundation - Corporate Image and Brand Management
25 important questions on The IMC Foundation - Corporate Image and Brand Management
What is a coorporate image?
What are the elements of an coorporate image?
Goods and services sold
Employees
Intangible elements:
Media reports
Culture of country
What are the 4 corporate image benefits to the consumer?
-Reduces search time in the purchase decisions
- Gives assurance about the purchase when the buyer has little or no previous experience
- Provides psychological reinforcement and social acceptance of the purchase.
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What is the result of customer loyalty?
What is the result of positive customer attitudes?
What is an advantage of a dominent coorporate image?
What are the coorporate image benefits to companies?
-Higher level of channel power
-Ability to attract quality employees.
What are the keys to succesfull image rejuvination?
- Build a community
- Stay true to original, but con temporize
- Help former customers rediscover the brand.
What are the different types of coorporate names?
-Implied names: Contain recognizable words that convey what a company does.
-Conceptual names: Capture the essence of what a company offers.
-Iconclastic names:Represent something unique, different and memorable.
What are the characteristics of effective logo's?
-Familiar
-Elicits a concensual meaning among those in the firms target market.
-Evokes positive feelings.
What different types of brands can firms offer?
Brand extension
Flanker brand
What is ingredient marketing?
What is cooporative marketing?
What is complementary branding?
Name three forms of co-branding:
What are 4 ways can you build a powerfull brand?
- Create awareness
- Offer authencity uniqueness
- Build trust
- Deliver an experience
- Offer value
- Utilize soda media
- Utilize mobile
- Act responsible
What determines the value of the brand?
What are the benefits of brand equity?
Creates higher gross margins.
What are the 4 methods of measuring brand equity?
stock market value
Revenue premium
Consumer value
What do brand metrics do?
What are private brands?
What are 3 changes in private brands?
Perceived as a value of purchase
Increased advertising of private brands
What are the tactics used by manufacturers to combat gains private labels?
Increase advertising
Introduce new products
Focus on in store selling
Use alternative methods of marketing
What are the ways QR codes are used on packaging?
- Access videos on product use
- Provide links to social media and entertainment sites
What is cyber squating or domain squating?
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