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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definitions
- Correlation between image and brand..
- The Iceberg Analogy........
- Identity-oriented management of brands......
- Chances of image-strong brands .......
- Why do consumers prefer image-strong brands?.
- Signification of brand marketing
- Tools of brand marketing.....
- Brand management........
- Brand positioning
- Identity-oriented marketing of brands.......
- Influence of failures on the image.
- Measures to reduce the negative effects of failures on the image.....
- Extent of negative effects of failures on the image
- Case study: The US-brand Thermador
- The image of Thermador.
- Brand marketing of Thermador
- Failures and their effects on the image of Thermador...
- Conclusion.......
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the crucial role of image in achieving company success. It analyzes the relationship between image and brand, specifically highlighting the importance of brand identity and brand marketing. The author emphasizes the need for a consistent image across all aspects of a company, from products to advertising, to build trust and customer loyalty. The paper also examines the impact of failures on a brand's image and discusses strategies to mitigate these negative effects. The author utilizes the case study of Thermador, a US-based kitchen appliance manufacturer, to illustrate key concepts and demonstrate practical application of image management principles.
- The importance of image in achieving company success.
- The relationship between image and brand, focusing on brand identity and brand marketing.
- The impact of failures on a brand's image and strategies for mitigation.
- The role of consistent messaging and brand identity in building trust and customer loyalty.
- The application of image management principles through the case study of Thermador.
Zusammenfassung der Kapitel (Chapter Summaries)
- The introduction defines the concept of image and its importance in company success. It highlights the role of brand identity and brand marketing in building a strong image. The author emphasizes the use of Thermador as a case study throughout the paper.
- The definitions chapter provides a comprehensive overview of key terms such as brand, brand identity, brand management, brand positioning, and brand marketing.
- This chapter explores the correlation between image and brand. It introduces the Iceberg Analogy, highlighting the visible and hidden aspects of a brand's identity. The chapter also discusses the importance of identity-oriented management of brands and the advantages of image-strong brands.
- The chapter on brand marketing examines its significance in building customer relationships and creating demand for products. It outlines the tools of brand marketing, including brand management, brand positioning, and identity-oriented marketing.
- This chapter focuses on the negative influence of failures on a brand's image. It discusses measures to mitigate these effects and explores the extent to which failures can damage a brand's reputation.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this paper include brand image, brand identity, brand management, brand marketing, identity-oriented marketing, and the influence of failures on a brand's image. This research focuses on the application of these concepts to the American kitchen appliance manufacturer, Thermador, using the company's history and brand identity as a case study.
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- Marion Maguire (Autor), 2002, Brand Marketing: Image - The Key to Success, Múnich, GRIN Verlag, https://www.grin.com/document/1947
