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)
- Chapter I.
- INTRODUCTION
- Purpose and Importance of the study
- Chapter II.
- Statement of the problem
- Alternative solutions
- Criteria
- Limitations
- 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the marketing strategies employed by IBM and HP to enhance their corporate image and boost sales in the highly competitive computer industry. It aims to determine the effectiveness of each company's approach in building a positive brand perception and securing market success.
- The significance of a positive image for a company's success
- The importance of aligning product and brand image
- The role of marketing strategies in building and maintaining brand identity
- The impact of customer service on brand perception and customer loyalty
- The relationship between product quality and brand image
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter I: Introduction This chapter sets the stage by explaining the purpose and importance of the study, which aims to analyze the marketing strategies of IBM and HP. The chapter also highlights the significance of a positive image for a company's success.
- Chapter II: Theoretical or Practical Foundation This chapter delves into the theoretical models and concepts that underpin the study, particularly exploring the relationship between image, brand identity, and brand loyalty. It emphasizes the importance of a company's brand identity in building consumer trust and ultimately achieving success.
- Chapter III: Resolution Process This chapter outlines the methodology used in the analysis, including the data sources, analysis methods, and limitations of the study. It provides a framework for understanding the approach taken to analyze the marketing strategies of IBM and HP.
- Chapter IV: Analysis This chapter presents the results of the analysis, focusing on each company's marketing strategy and the key findings related to their effectiveness in achieving their objectives. It examines the specific strategies employed by IBM and HP to build a positive image and enhance sales.
Schlüsselwörter (Keywords)
The paper revolves around key themes of image, brand identity, marketing strategy, customer service, product quality, sales enhancement, and the competitive dynamics within the computer industry. It examines the strategies of IBM and HP, two prominent players in the field.
- Citation du texte
- Marion Maguire (Auteur), 2003, Image as a key to success, Munich, GRIN Verlag, https://www.grin.com/document/20218
