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?

The feelings and consumers and businesses have about the overall organization and its individual brands.

What are the elements of an coorporate image?

Tangible elements:
Goods and services sold
Employees


Intangible elements:
Media reports
Culture of country

What are the 4 corporate image benefits to the consumer?

-Provides confidence regarding purchase decisions
-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?

Positive word of mouth endorsement

What is the result of positive customer attitudes?

Greater channel power

What is an advantage of a dominent coorporate image?

Attracting quality employees

What are the coorporate image benefits to companies?

-Ability to charge a higher price fee.
-Higher level of channel power
-Ability to attract quality employees.

What are the keys to succesfull image rejuvination?

- Offer timeless consumer value
- Build a community

- Stay true to original, but con temporize
- Help former customers rediscover the brand.

What are the different types of coorporate names?

-Overnames:Reveal what a company does.
-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?

- Recognizable
-Familiar
-Elicits a concensual meaning among those in the firms target market.
-Evokes positive feelings.

What different types of brands can firms offer?

Family brands
Brand extension
Flanker brand

What is ingredient marketing?

The placement of one brand within another brand.

What is cooporative marketing?

The joint venture of two or more brands into a new product or service.

What is complementary branding?

The marketing of two brands together for co-consumption.

Name three forms of co-branding:

Ingriedient branding, Cooporative branding, Complementary branding.

What are 4 ways can you build a powerfull brand?

- Invest in the 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?

The degree to which the brand has established a clear unique or authentic proposition.

What are the benefits of brand equity?

allows manufacturers to charge more for products.
Creates higher gross margins.

What are the 4 methods of measuring brand equity?

Financial value
stock market value
Revenue premium
Consumer value

What do brand metrics do?

Measure the return on brand investments.

What are private brands?

Marketed by an organization and normally distributed exclusively within the organizations outlets.

What are 3 changes in private brands?

Improved quality
Perceived as a value of purchase
Increased advertising of private brands

What are the tactics used by manufacturers to combat gains private labels?

Focus on core brands
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 product information
- Access videos on product use

- Provide links to social media and entertainment sites

What is cyber squating or domain squating?

Buying domain names that are valuable to specific people or companies.

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