Identity and Image
Jul/10/07/20:33 Filed in: Marketing
Brands
are at the heart of business strategy. In fact, one of the main
objectives of marketing is to decommoditize the company offer. If
the offer (product or service) is perceived as being the same as
those of the competitors, then the consumers will be indifferent
and will choose the cheapest product. Companies that are forced to
compete on price alone (i.e. the product is a commodity) rarely
make satisfactory profits.
The purpose of marketing is to create a preference for the company's brand. This intangible asset is critical to adding value to the firm because identity and image are central to the positioning of products in various markets. Identity must have two facets: 1) purpose and 2) sense of belonging. A clear identity becomes a yardstick against products and company actions are measured.
It is important to realize that identity is more than a slogan. It must be visible, tangible, and all embracing. The company's identity, standards, culture and values are reflected by the products, services, buildings, communications, etc.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"
The purpose of marketing is to create a preference for the company's brand. This intangible asset is critical to adding value to the firm because identity and image are central to the positioning of products in various markets. Identity must have two facets: 1) purpose and 2) sense of belonging. A clear identity becomes a yardstick against products and company actions are measured.
It is important to realize that identity is more than a slogan. It must be visible, tangible, and all embracing. The company's identity, standards, culture and values are reflected by the products, services, buildings, communications, etc.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"