Description
Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
?
Image is based on the feelings consumers or businesses have about the overall organization and its individual brands
Brand managers are responsible for developing and maintaining a quality image The goal of image management is to create a stable impression in the minds of the consumers (clients and customers)
?
?
1.
2.
Tangible Elements
Intangible Elements
1.
2. 3. 4.
Goods and services sold
Retail outlets where the product is sold Factories where the products are produced Advertising, promotion and other forms of communication
5. 6. 7.
Corporate image and logo
Packages and labels Employees
1.
Corporate, personnel and environmental policies Ideals and beliefs of corporate personnel
Culture of country and location of company Media reports
2.
3. 4.
1.
2. 3.
Consumer Perspective
B2B Perspective Company Perspective
?
Providing assurance regarding purchase decisions of familiar products in unfamiliar settings Giving assurance about the purchase when the buyer has little or no experience with the product Reducing search time in buying decisions Providing psychological reinforcement and social acceptance or purchases
?
? ?
?
? ?
Major competitive advantage
Reduces the feelings of risk Good image reduces search time
?
Expansion in newer markets and products is relatively easier
?
Extension of positive consumer feelings towards new products The ability to charge a higher price
?
?
Consumer loyalty leading to frequent repeat purchases
Positive WoM publicity Ability to attract talent Favorable ratings by observers and financial analysts
? ? ?
1.
Image must accurately portray the firm and coincide with the goods and services being offered Reinforcing or rejuvenating an image is easier than changing a well established image It is very difficult to change the image held about a brand or company Rebuilding the firm’s image can take years after an image disaster
2.
3.
4.
?
Sends a clear message about the unique nature of the organization and its products A strong image is one that accurately portrays what the firm sells Other promotions can be built around the reputation fuelling long term loyalty and future sales
?
?
?
Helps firms sell new products and attract new customers Assists in retraining patrons about the image
?
?
A symbol used to identify a company and its brands, helping to convey the overall corporate image
doc_491168720.pptx
Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.
?
Image is based on the feelings consumers or businesses have about the overall organization and its individual brands
Brand managers are responsible for developing and maintaining a quality image The goal of image management is to create a stable impression in the minds of the consumers (clients and customers)
?
?
1.
2.
Tangible Elements
Intangible Elements
1.
2. 3. 4.
Goods and services sold
Retail outlets where the product is sold Factories where the products are produced Advertising, promotion and other forms of communication
5. 6. 7.
Corporate image and logo
Packages and labels Employees
1.
Corporate, personnel and environmental policies Ideals and beliefs of corporate personnel
Culture of country and location of company Media reports
2.
3. 4.
1.
2. 3.
Consumer Perspective
B2B Perspective Company Perspective
?
Providing assurance regarding purchase decisions of familiar products in unfamiliar settings Giving assurance about the purchase when the buyer has little or no experience with the product Reducing search time in buying decisions Providing psychological reinforcement and social acceptance or purchases
?
? ?
?
? ?
Major competitive advantage
Reduces the feelings of risk Good image reduces search time
?
Expansion in newer markets and products is relatively easier
?
Extension of positive consumer feelings towards new products The ability to charge a higher price
?
?
Consumer loyalty leading to frequent repeat purchases
Positive WoM publicity Ability to attract talent Favorable ratings by observers and financial analysts
? ? ?
1.
Image must accurately portray the firm and coincide with the goods and services being offered Reinforcing or rejuvenating an image is easier than changing a well established image It is very difficult to change the image held about a brand or company Rebuilding the firm’s image can take years after an image disaster
2.
3.
4.
?
Sends a clear message about the unique nature of the organization and its products A strong image is one that accurately portrays what the firm sells Other promotions can be built around the reputation fuelling long term loyalty and future sales
?
?
?
Helps firms sell new products and attract new customers Assists in retraining patrons about the image
?
?
A symbol used to identify a company and its brands, helping to convey the overall corporate image
doc_491168720.pptx