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MRKT 301: Advanced Marketing

Study Notes

Creating a Corporate Image

For any corporation it is very important to create a distinct image in

the market. This is known as Corporate Image which distinguishes the

corporation from its competitors and provides a picture of it to the

general public. It depicts the principles, beliefs, productivity of the

company. This image is responsible for increasing the sales of the

product and to achieve brand equity. Corporate image creation is a

strenuous and time consuming process and is carried out by experts

qualifying in perception management. Basically, the creation involves

marketing experts who used various kinds of promotion methods and public

relations. Since this image is targeted to attract the customers it

should be highly appealing. Besides the marketing experts critics play an

important role too.

The name of the corporation and its catch line should reflect its belief

like Wal-Mart, which says that it sells for less. A logo should also be

designed accordingly. Like the corporation FedEx has an arrow

incorporated in its logo which depicts its fast and efficient service.

Once the image is created by the corporation the next step is advertising

and product distribution in the market. Like if the corporation creates

luxury products, they should rope in big names in the advertising experts

and the models to be featured in these ads should be super stars.

Likewise, they should not distribute their products to every other store;

instead they should target more hi-fi malls. Time to time, advertising

and branding budget should be reviewed to cut down on cost and to be in-

sync with the technology. This also helps in revamping the corporate

image according to the fast changing demands of the consumer.

Testimonies of news papers, magazines, and labor union can deteriorate a

well-created corporate image. Simplest of controversies can be

exaggerated by the media and spoil the name of the company. Controversies

are born by the interference of organizations related to environment,

religion, crime, politics, education and charity. Government, too, is

another powerful and influential organization by itself.

Once the corporate image is created, it should be retained. It should not

be like here today and gone tomorrow. This image should be reflected in

all the brands and product line of the corporation. Even if one of the

products isn’t up to the mark, it will lead to confusion among the

consumers and will hit the sales of the company. Like recently there was

controversy about a particular contact lens solution of a company. It was

supposed to be infecting the users with a rare disease. This not only

affected the sales revenue of that particular product but also made the

customers think and raise question about the authenticity of other

products of that particular company.

Another company’s products had hidden non-vegetarian ingredient in a

vegetarian product. This led to the decrease of trust among the

customers. In such a case the company should either advertise itself as a

company selling non-vegetarian food or it should invest in promoting the

company as vegetarian by introducing more vegetarian products. So the

image of each individual product of the company makes up for the complete

image of the corporation. And last but not the least, the image should be