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
Chapter I. INTRODUCTION
Purpose and Importance of the study
Statement of the problem
Alternative solutions
Criteria
Limitations
Chapter II. THEORETICAL OR PRACTICAL FOUNDATION
Introduction
Theoretical or practical basis
Summary of previous studies related to the issue
Consensus of the studies
Chapter III. RESOLUTION PROCESS
Introduction
Data
Source and Location of the data
Analysis performed on the data
Chapter IV. ANALYSIS
Introduction
Analysis of each alternative
Results
Interpretation of the results
Chapter V. CONCLUSION AND RECOMMENDATION
Conclusion
Recommendation
Chapter VI. REFERENCES
Objectives and Topics
The paper aims to examine the efficiency of marketing strategies employed by IBM and Hewlett Packard to cultivate a positive brand image and enhance corporate sales within the competitive computer technology industry.
- Analysis of brand identity and positioning strategies
- Evaluation of customer service versus product quality approaches
- Assessment of brand loyalty and market awareness
- Quantitative review of financial performance and stock metrics
- Comparative analysis of industry-specific competitive advantages
Excerpt from the Book
A. Introduction
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. Image is not only developed through advertising. The product 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 company has to choose a strategy that defines the future of the company and its brands. The following work analyzes the development and implementation of marketing strategies by computer industries to improve their image and enhance their sales: The policies of IBM and HP. IBM was founded in 1949, when the Hollerith corporation was renamed in International Business Machines (IBM). The company produced its first personal computer in 1952. Hewlett Packard (HP) on the other side was founded by Bill Hewlett and Dave Packard in 1939. The company's first product was an audio oscillator—an electronic test instrument used by sound engineers.
Summary of Chapters
Chapter I. INTRODUCTION: This chapter establishes the significance of corporate image as a success factor and defines the study's focus on comparing the marketing strategies of IBM and Hewlett Packard.
Chapter II. THEORETICAL OR PRACTICAL FOUNDATION: This section explores theoretical models of brand identity, such as the Iceberg Analogy, and discusses the role of strategic planning and SWOT analysis in managing a brand.
Chapter III. RESOLUTION PROCESS: This chapter details the research methodology, noting that the study relies on secondary data gathered from industry reports and corporate records to compare the two firms.
Chapter IV. ANALYSIS: Here, the author evaluates the performance of IBM and HP based on qualitative metrics like brand loyalty and awareness, alongside quantitative data such as sales growth and debt/equity ratios.
Chapter V. CONCLUSION AND RECOMMENDATION: This concluding chapter synthesizes the findings, suggesting that HP's focus on product quality has proven more efficient than IBM's customer service-oriented strategy in recent years.
Chapter VI. REFERENCES: This section lists the academic and industry-related sources used to support the research arguments.
Keywords
Brand Image, Marketing Strategy, IBM, Hewlett Packard, Customer Loyalty, Product Quality, Brand Identity, Computer Industry, Corporate Strategy, Sales Growth, Brand Awareness, Financial Performance, Competitive Advantage, SWOT Analysis, Brand Equity.
Frequently Asked Questions
What is the primary focus of this paper?
The paper examines how major computer technology companies, specifically IBM and Hewlett Packard, manage their marketing strategies to build a positive brand image and drive sales performance.
What are the central themes discussed in the work?
Key themes include the impact of brand identity on consumer perception, the trade-off between customer service and product quality as strategic pillars, and the measurement of success through both qualitative and quantitative indicators.
What is the core research objective?
The objective is to determine which marketing strategy—IBM's customer-centric approach or HP's product quality-focused approach—is more effective in enhancing corporate image and increasing sales in a highly competitive market.
Which methodology is employed in the study?
The study utilizes secondary research, gathering information from libraries, online databases, and company financial statements to perform a comparative analysis of the two selected corporations.
What is covered in the main body of the paper?
The main body covers the theoretical foundations of branding, the data collection process, a detailed analysis of competitive criteria (loyalty, awareness, debt ratios, sales, and stock indices), and an interpretation of these findings.
Which keywords characterize the work?
The study is best defined by keywords such as Brand Image, Marketing Strategy, Customer Loyalty, Product Quality, and Comparative Financial Analysis.
How does the author define "brand identity" in the context of this study?
The author describes brand identity as the sum of all features of a brand that durably distinguishes it from competitors and creates a unique brand personality that fosters consumer confidence.
Why did the study compare IBM and Hewlett Packard specifically?
These companies were chosen as prominent leaders in the IT services sector, each offering contrasting strategic paths—IBM with a focus on service solutions and HP with a focus on product quality and functionality.
What conclusion does the author reach regarding the effectiveness of these strategies?
The author concludes that while both companies have successfully improved their market positions, HP’s strategic emphasis on high-quality products appears more efficient in achieving their primary goals compared to IBM’s current model.
- Quote paper
- Marion Maguire (Author), 2003, Image as a key to success, Munich, GRIN Verlag, https://www.grin.com/document/20218
