Corporate Image and

Brand Management

Group Member:
Turmizi Ali
Iskandar Rambe
Hamidah Rahim
2-1

Role of Corporate Image

Consumer Perspective

Definition of Corporate Image

Consumer perspective.
Business-to-business perspective.
Company perspective.

Sonys Web site is

continually updated, but
still retains a consistent
corporate image.

2-2

Corporate
Image and Brand Management

Managing a corporations image.

Managing brands.
Issues associated with developing
and promoting brand names and
logos
Importance of packaging and
labels.
Developing brand and corporate
positioning strategies.
2-3

Promoting the Right Image

Creating the right image.
Conveys a clear message about the organization.
Should portray the nature of the firm.
Fit with products being sold.

Rejuvenating an image.
Easier than changing a well-established image.
Add new elements but continue current image.

Changing an image
Extremely difficult.
Necessary when
Target market has shrunk or disappeared.
Current image not consistent with industry trends.

2-4

Effective Logos
Should be familiar.
Should be easily recognizable.
Should elicit a consensual meaning among
firms target market.
Stimulus codeability

Should evoke positive feelings.

2-5

Benefits of Logo Recognizability

Aids in recall of specific brands.

Aids in recall of advertisements.
Reduces shopping effort.
Reduces search time and evaluation of
alternatives.

2-6

Logo Recognizability

McDonalds Golden Arches logo is recognizable

enough to stand on its own.
2-7

Branding

Provides quality assurance

Reduces search time.
Allows a company to charge more.
Reduces brand parity.
Consumers choose a brand because it is:
Salient
Memorable
Noteworthy

2-8

Developing a Strong Brand Name

Begins with understanding why consumers buy a brand.

What are the most compelling benefits?

What emotions are elicited by the brand either
during or after the purchase?
What one word best describes the brand?
What is important to consumers in the purchase of
the product?

2-9

Packaging

2-10

Brand Equity

The set of characteristics unique to a brand

that allows the company to charge a higher
price and retain a greater market share than
would otherwise be expected for an
undifferentiated product.
2-11

Building Brand Equity

1.
2.
3.
4.
5.
6.

Research current brand image.

Decide what makes the brand unique.
Communicate brands uniqueness.
Spend heavy on advertising.
Make domination the goal.
Deliver on uniqueness.

2-12

Successful Brand Development

Continue commitment to the brand.

Increase market penetration.
Understand the brands target market
Leverage the effects of penetration

2-13

Studi Kasus 1. Jual Beli Merek

2-14

Studi Kasus 2. Teh SariWangi

2-15

Studi Kasus 3. Taxi Blue Bird di Padang

2-16