Image – the key to success. In fact, a positive image matters for a company to be successful and it is a good opportunity to get positive publicity. On the other side there are other things, which are important to be successful. There are management ratios like productivity, profitability, liquidity and many other ratios, which count in order to value a company numerically. In my following work, I will only refer to the image.
Image is not only developed through advertising. The products should suit the corresponding brand and the selected advertising medium should support the brand and its image through its means of communication in order to create a total image of the company, the brand and the products. The brand and the image of a company represent the promise that products and services will perform to expectations.
The identity-oriented marketing of a brand and its products contributes in addition to revalue a company identity through good image. In this connection, I will focus more closely on the importance of brand identity and brand marketing.
Furthermore, I will base my report on Thermador, an American kitchen appliance manufacturer, where I conducted my internship, to clarify the important role of Image. Thermador’s corporate office is located in Huntington Beach, California. All employees of hierarchy level and departments are located here. Since my internship experience was conducted with Thermador, it enabled me to develop a deeper insight into the company and the brand. Thermador was bought in 1998 on its good image by the German company Bosch-Siemens-Home Appliances Ltd. and is banished almost exclusively in North America. The brand Thermador represents qualitatively high-value built-in appliances and has established, over a period of more than 70 years, an outstanding name in the home appliances industry throughout North America.
Table of Contents
1. Introduction
2. Definitions
3. Correlation between image and brand
3.1 The Iceberg Analogy
3.2 Identity-oriented management of brands
3.3 Chances of image-strong brands
3.4 Why do consumers prefer image-strong brands?
4. Signification of brand marketing
5. Tools of brand marketing
5.1 Brand management
5.2 Brand positioning
5.3 Identity-oriented marketing of brands
6. Influence of failures on the image
6.1 Measures to reduce the negative effects of failures on the image
6.2 Extent of negative effects of failures on the image
7. Case study: The US-brand Thermador
7.1 The image of Thermador
7.2 Brand marketing of Thermador
7.3 Failures and their effects on the image of Thermador
8. Conclusion
Objectives and Topics
The primary objective of this report is to analyze the critical role of brand image and identity in corporate success, specifically focusing on how effective brand marketing influences consumer perception. The research investigates the relationship between internal brand management and external market positioning.
- The strategic importance of brand identity and its correlation with company image.
- The psychological and practical reasons why consumers prefer image-strong brands.
- Methodological tools for managing brand identity, such as the Brand Steering Wheel.
- The impact of communication channels, including websites and public relations, on brand success.
- Case study analysis of Thermador to illustrate real-world brand challenges and resilience.
Excerpt from the Book
3.4 Why do consumers prefer image-strong brands?
People not only prefer good brands to weak ones, they ultimately and actually need them, and they may need them now more than ever. The incredible plethora of choices consumers now possess has a downside, and that is called exhaustion. An overwhelming number of possibilities complicate every buying decision. The consequence is that consumers feel very overloaded and harassed. It is paradox: The more brands consumers have to choose from, the more they need to cling to one good brand.
Good brands do three highly significant things for stressed-out consumers. First, consumers don’t need to survey an entire product category, because the best brand equals the best product. This equation is not rational, but more emotional - most consumers just feel better about choosing a stronger brand. Over-the counter drugs are a great example. Often the ingredients of the drugs are the same and the well-known brands are more expensive. But most consumers choose well-known brands, because they have confidence therein.
The second thing good brands do is conveying the right message to the people who’ll be judging them. A strong brand enables the consumers to attain a certain appearance, because of their brand choice. Even if there is trouble down the road, no one can fault the consumer for choosing the brand with the sturdiest reputation.
Chapter Summaries
1. Introduction: Outlines the importance of brand image as a key success factor for companies, setting the stage for a case study on Thermador.
2. Definitions: Defines core terminology including image, brand, identity, management, positioning, and marketing to provide a foundation for the study.
3. Correlation between image and brand: Explores the theoretical connection between internal brand identity and external consumer perception, using the Iceberg Analogy.
4. Signification of brand marketing: Discusses the necessity of emotional connection and consistent messaging in modern competitive environments.
5. Tools of brand marketing: Details practical instruments such as the Brand Steering Wheel for managing competence, tonality, and imagery.
6. Influence of failures on the image: Analyzes how companies should handle negative publicity and the extent to which failures impact brand reputation.
7. Case study: The US-brand Thermador: Provides a practical application of the discussed theories, focusing on Thermador's history, marketing, and the challenges faced with product launch delays.
8. Conclusion: Summarizes the necessity of careful brand stewardship and maintaining consistency to ensure long-term corporate success.
Keywords
Brand Identity, Brand Image, Brand Marketing, Consumer Behavior, Brand Management, Thermador, Brand Positioning, Brand Loyalty, Corporate Identity, Brand Steering Wheel, Iceberg Analogy, Marketing Strategy, Competitive Advantage.
Frequently Asked Questions
What is the core focus of this report?
The report focuses on the significance of brand image as a primary driver for corporate success and how companies can strategically manage their brand identity to influence consumer choice.
What are the central themes discussed?
Central themes include the correlation between brand and image, the mechanics of brand management, tools for brand positioning, and the impact of corporate communication on perceived quality.
What is the primary objective of the work?
The objective is to clarify the important role of brand image and to demonstrate how identity-oriented marketing contributes to a company's competitive advantage and long-term viability.
Which scientific method is utilized?
The report utilizes a theoretical framework approach, defining key marketing concepts and applying them to a practical case study of the kitchen appliance manufacturer Thermador.
What does the main body of the text cover?
It covers theoretical frameworks like the Iceberg Analogy, practical management tools like the Brand Steering Wheel, and detailed examinations of how brand failures are mitigated.
Which keywords characterize this report?
Key terms include Brand Identity, Brand Image, Brand Marketing, Consumer Behavior, Brand Management, and Competitive Advantage.
How does the report explain Thermador's reaction to quality failures?
The report notes that Thermador faced significant delays with a new double oven launch, which damaged its image; however, because the brand had established strong credibility in the past, it survived the crisis.
Why are websites considered crucial for Thermador's marketing?
The website is identified as an essential communication channel that serves as an interactive library, allowing consumers to learn about specific products and providing value beyond traditional advertising.
- Quote paper
- Marion Maguire (Author), 2002, Brand Marketing: Image - The Key to Success, Munich, GRIN Verlag, https://www.grin.com/document/1947
