Corporate image versus brand image-Dimensions of corporate image.pptx

It describes the Corporate image versus brand image and also the Dimensions of corporate image

1. Corporate image versus Brand image-Dimensions of Corporate image

2. Corporate image Company’s Corporate image is the brand's public perception. It helps to shape it by telling the public what kind of company you are through marketing and advertising. But what really sculpts the corporate image is the company's actions, like performing well financially, developing innovative products and services, following ethical business practices, actually operating by your values, appropriately responding to company criticism, providing tremendous customer service, treating your employees with dignity and respect, and attracting elite talent.

3. Building and maintaining Corporate image requires some different methods and skills to those used in creating corporate identity. The Corporate image is public perception, and handling that perception is crucial. Public relations personnel protect and promote the corporate identity to create an image in people’s minds. This includes managing negative media stories. The ultimate aim of a company is the exact alignment of corporate identity with corporate image, so that the public views the company exactly as the company wants to be seen.

4. Brand image Brand Image is how customers think of a brand. It can be defined as the perception of the brand in the minds of the customers. This image develops over time. Customers form an image based on their interactions and experience with the brand. These interactions take place in many forms and not necessarily involve the purchase or use of products and services.

5. Importance Of Brand Image Every Company strives to build a strong image as it helps in fulfilling their business motives. A strong brand image has the following advantages – More profits as new customers are attracted to the brand. Easy to introduce new products under the same brand. Boosts the confidence of existing customers. Helps in retaining them. Better Business-Customer relationship. A company with a bad image may struggle to operate and might not be able to launch a new product under the same brand.

6. Examples Of Brand Image Coca-Cola is a brand known for a product best used at the time of happiness, joy, and good experience. It is the ‘original cola’ and has a ‘unique taste’. Woodland Shoes are solid and are an ideal choice for outdoors. They last very long. McDonald’s has an image of an inexpensive brand that serves the food very quickly. Rolls-Royce is a premium brand considered to be exclusive for wealthy and influential people. The brand image of Nike is different from other apparel brands. It’s considered to be a cult brand which deals sportswear.

7. Brand Image Brand image is the customers’ perspective of the brand. It is how the customers actually see the brand based on their interactions. The brand has less control over its image. Customers’ perception of the brand. Corporate image It is the reputation of the company in the market place or how others view it outside the company. The opinion of the customers about the company is highly influenced by the corporate image of your company in the market.

8. Dimensions of corporate image Corporate image could be measured based on the attainment of its objectives stakeholders satisfaction on the service provided by the concerned organization employees satisfactions innovation and new areas explored and the service quality Indicators could be different based on the types of organization. For example, for a financial institution, vision, profitability, dividend paid to the shareholders, deposit growth, credit growth, customer service, customer satisfaction, asset quality could be some measuring indicators for the corporate image. Media plays an important role in enhancing/damaging the corporate image. Maintaining transparency and public relations are vital for enhancing the corporate image.

9. The theory of the corporate image holds that, all things equal, a well-informed public will help a company achieve higher sales and profits, whereas a forgetful or poorly informed public may come to hold negative impressions about the company and may ultimately shift more of its patronage toward competitors.

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