Image Positioning - Differentiate to Communicate Value

May 23

posted by Dr. Art Weinstein in Marketing Communications | 21 Comments

American society is intrigued by image. Consider this related word - imagine. Disney is all about the customer experience and emotionally and magically transports guests to another time or place. Image is often associated with entertainment, fashion, and technology markets. Corporate image is the reputation of an organization viewed by its various stakeholders – investors, employees, customers, business partners, communities, etc. All companies have a singular corporate personality that differentiates them from their rivals. The communication challenge is to manage and enhance the firm's identity over time.

A perceived image is based on two components: 1) what the company does and says, and 2) what the customers/market say about the organization - this is more important. Companies must manage a strong IMC (integrated marketing communications) program consisting of advertising, selling, sales promotion, online, social media, and public relations activities. Customer-generated content such as Facebook posts, tweets, blogs, and online communities can dramatically impact organizational performance.

Perhaps your company is not a global giant – does image research make sense for you? Consider these queries as you revisit your marketing communications strategy. How important is image in your value proposition? Should it be even more important? Does your image clearly resonate with your target market? How can you get your customers and the market to share more positive messages about your company? What is your main point of differentiation from your competitors? Should coolness be a major or minor part of your IMC strategy? How can you best tell your business story to communicate value?

Art Weinstein, Ph.D., is Chair and Professor of Marketing at Nova Southeastern University and author of Superior Customer Value – Strategies for Winning and Retaining Customers. He may be reached at art@nova.edu or 954-262-5097; visit his website www.artweinstein.com Read More

This entry was posted on May 23, 2013 at 9:02 AM and has received 6513 views. There are currently 21 comments. Print this entry. Download attachment.

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• #1 by Barry Barnes on 5/23/13 - 12:56 PM

  

  Very good comments on a topic that's extremely important and easily overlooked. We often hear the term "perception is reality" and the image we have of an organization is usually our perception.

• #2 by Mariele Del Villar on 6/1/13 - 12:27 PM

  

  This article hit home when it comes to brand image and the emotional attachement. The integrated marketing communication strategy of the organization must be aligned across the board in order to identify the organization with the emotional connection of its consumers. Only this way the company will gain that much sought after competitive advantage in this economy.

• #3 by Tiffini Redler on 6/1/13 - 12:40 PM

  

  In such a competitive market, along with the popularity of social media it is imperative that a company focus on its image and on its customers perceptions. As much as a company may try to portray a certain image, its customers' perceptions, positive or negative are much more impactful to its success.

• #4 by Art Weinstein on 6/1/13 - 7:40 PM

  

  It is great to see your recognition of the importance of organizational image from the customer’s view . In fact, the Faculty Perspective on Business (this blog) was created to connect with our stakeholders and enhance the image of the NSU Business School. As a value-creating strategy, it is a part of our integrated marketing communications (IMC) campaign which supports the theme -- Huizenga School Means Business. We’re delighted to share good academic yet practical content with you, our readers. And, we truly appreciate the strong interest in this initiative from the business community and our students.

• #5 by Nina Chandler on 6/2/13 - 7:15 AM

  

  I think image positioning is very important because in a business, the customer matters along with how the customer perceives your company. Image positioning is very important in your value proposition because you are exposing the value that your business can offer the customer and you are assuring the customer that they will receive superior value by patronizing their business. The value proposition sends a message to the customer that they can rely on the business to give them the product and service that they deserve and expect and it should be more important to the business because the business want to prosper from the perception of the customer. If the customer perceives the business to be a reputable and valuable business, then this will persuade the customer to continue visiting the business and perhaps become a loyal customer. The image of a business resonates loud and clear with the target market of a business because the target market are the group of customers that the business depend on. A business can get their customers and the market to share more positive messages about their company by offering surveys and trying to acquire feedback from the customers to determine the likes and dislikes of the business as well as ways of improving the business. If the business continue to be innovative and satisfy the customer, then the customer should have positive things to say about the business while spreading a positive message through word of mouth. The main point of differentiation from your competitor is to stay abreast of all aspects within the market and know what your competitors are doing at all times. This will keep your business at the top of the market because your business knows what is going on with the market and is aware of all the changes within the market. I think coolness should be a major part of your IMC strategy because every business should incorporate an IMC program that will promote advertising, direct marketing, databases, sales promotion, public relations, internet, and personal selling in an attempt to create a marketing relationship among your competitors. IMC also communicates value to targeted groups and successful marketing information systems within a business. In addition, you can best tell your business story to communicate value by utilizing IMC principles as well as search marketing, social media, mobile marketing, and e-mail marketing.

• #6 by Art Weinstein on 6/2/13 - 11:20 AM

  

  Nina, Great job reviewing how the relevant IMC components convey and create value for customers.

• #7 by Nurylin Rivera-Weinstein on 6/2/13 - 12:35 PM

  

  The Image position in any business is actual one of the most important factors for a business to be successful nowadays. Disney is a good example because its integrated marketing communications and values in a positive ways by reaching other businesses in the market place. Disney creates networking relationship not only with North American businesses but also internationally. For example, Disney has opened other parks in other countries, cruise lines, water parks, hotels, restaurants, and it has a great variety of products. Everything to reach other cultures and people. Customer Services is essential and important for the business to reach their goals of success. The image of fun and imagination for the family vacations via international and domestically is super. Customer Services is important for the business as well as upgrading and updating their goals by innovating ideas and information daily. They know who they are and the target of population they want to have as customers. This is the reason for their success in creating a positive image with the main focus of a good reputation for customer services.

• #8 by Geraldine Casanova on 6/2/13 - 2:58 PM

  

  I believe that companies need to deliver customers' expectations and beyond because this will set the image for the company. The main focus is that each customer is treated, greeted, and acknowledged as royalty. Companies need to understand the strong linkage between high customer satisfaction and loyalty, which comes from a strong and interpersonal relationship. Disney invest heavily in its most satisfied customers to ensure their loyalty. They focus on providing assurance, trust, and customer appreciation.
  
  This can also be applied with any type of service that a company provides to their customers for example, a spa retreat. I recently visited a spa retreat in Sunny Isles. Customers pay a large amount of money to receive a massage, facial, manicure, and pedicure. They provided superior customer service and this is how they retained their customers. This business is always busy. In order to get an appointment a customer needs to book an appointment at least 3 months in advance. The spa retreat gives customers a free healthy lunch, valet parking, a lounge area to relax, a steam room, alcoholic and non alcoholic beverages, a cabana at the beach, and superior customer service or value. It makes customers feel like royalty. This customer will not only come back, but will spread word of mouth recommendation, which will expand the company business. This is how the companies image is build upon by providing the best possible service to all customers. Exceptional customer service differentiates market leaders from average companies (Weinstein, 2012).
  
  If customers are treated as a number and not given individual attention, then it will be the last time that customer comes to that service provider. Businesses cannot afford to loss a customer over mediocre service. This will be the image that the company will be portraying, which is mediocre service.

• #9 by Art Weinstein on 6/2/13 - 6:02 PM

  

  Our last 2 replies show how Disney truly lives its customer-centric philosophy. Whether it is theme parks, hotels, or movies - they really want you to "Have a Magical Day." Companies that put customer needs first -- think Apple, Amazon, Google -- win in the marketplace.

• #10 by Samar Akbarian on 6/3/13 - 8:40 PM

  

  Dr. Weinstein explained the world of Disney as a successful customer experience provider. The Disney image talks about two things: first is what Disney does and says and second is what the customer or market thinks of Disney.

• #11 by Mohammed on 6/5/13 - 4:13 AM

  

  Everything in life is based on perception. The problem with perception is that it can be changed, based on increased information or experience, or both. Once an image is established, care need to be taken to maintain it, or change it a positive direction. when a company name is mentioned, an image is come to mind. your name says who you are.

• #12 by Giselle Carrasco on 6/5/13 - 9:36 AM

  

  Our company is not a global giant but we definitely understand the importance of a corporate image. We feel that image plays an important part of our value proposition but we also know that we can improve some points to deliver a more positive message and a greater customer service, which is also part of the corporate image. For instance, as part of customer’s convenience, we want to add an online shop, to avoid customer’s time constraints, gas price and long lines at checkout. Also, we want to facilitate more in-depth technical information about our products in our website, and lastly, an online assistance pop-up chat so our customers can have an immediate help with the shopping experience, questions or even to fast routing complaints.

• #13 by Michelle Migliardi-Callanan on 6/5/13 - 11:01 AM

  

  Dr. Weinstein mentions that Image is often associated with the entertainment, fashion and technology markets. Disney has excelled in these areas by drawing on the customers emotional connection within all marketing channels. Most anyone who watches a championship sporting event knows the MVP will be “going to Disneyworld”. This resonates with many consumers to remember Disney as the destination for a magical family celebration.
  In the entertainment industry Disney began with theme parks and cruise ships and continues to enter our homes, most recently with the announcement to partner with Netflix in an exclusive agreement to provide our most loved Disney movies.
  Fashion conscience young girls everywhere grow up surrounded by a vast assortment of Disney clothing options through the Disney store brand. Individual characters form a single movie are grouped together to form “Disney Princesses”. However the emotional bond that the Disney brand inspires young girls to continue on into adulthood with Disney inspired prom dresses and ultimately Disney inspired wedding dresses.
  Lastly Disney within the technology sector Disney has partnered with institutions such as Carnegie Mellon University where they support innovation throughout the Walt Disney Company, including theme parks, sports television and movie studios. Carnegie Mellon students of computer science study areas such as computer animation, robotics, virtual reality, computational cinematography, autonomous interactive characters, robotics, data mining and user interfaces.
  Disney has worked tirelessly through many channels to increase their brand value and create strong positive customer perceived value.

• #14 by Jessenia Diaz Lopez on 6/5/13 - 11:06 AM

  

  What comes to mind when I think of Disney? A wonderful world where magic is alive and dreams come true. In my opinion, thats the image that Disney has created over time.
  
  Branding is very important because that will create a unique position and it will distinguish the company from its rivals. In general, brand positioning refers to consumers’ perceptions and insights about a special brand. Disney has created a unique identity and has created value beyond the competition.

• #15 by Luis on 6/10/13 - 6:28 PM

  

  We have to keep in mind that perception is something that could change base on information or experience. When we are talking about image, companies have to work hard to maintain a good image, because the image is the perception that everyone has in their mind and the best way to be a excellent company is having a very good image like Disney.

• #16 by Anahi Mingo on 6/17/13 - 10:43 AM

  

  Great post. Disney is my all-time favorite brand. In my opinion, image and brand identity are key. Lately, when I read about Image, I think about the motors brand Kia, and the many milestones it has overcome in the past few years. For quite some time, Kia has been known to be a low-cost and maybe low quality vehicle manufacture. However, it has taken a turn to change customers perception and satisfaction. Kia now wants to enhance its image and be a leader in style and quality. It seems that in the last few years, Kia has taken some time to focus on their marketing communication strategies to promote their new car designs and create an enhanced visual impact for its target market.

• #17 by Art Weinstein on 6/18/13 - 11:16 AM

  

  Clearly, Disney understands want consumers want. We cheerfully spend about a $100 a day per person (excluding all the extras) for an interesting and enjoyable experience. The Korean car companies have improved their image tremendously and are soaring in the auto rankings. Hyundai demonstrated that quality is embedded in their vehicles by offering a 10 year, 100,000 mile warranty. The bottom line - you can't just talk value, you must deliver!

• #18 by Donnajean Wellington on 6/20/13 - 6:17 AM

  

  The extent to which the image of the company matters depends on the size of the company, its mission and vision. If its a company that provides a professional service, a professional image is appropriate because it lends credibility. Smaller business can probably be less concerned about image but certainly if the business has aspirations of continued growth and expansion, projecting the right image is key and that may even change as you experience growth. Gaining information about the psychographics of your target market is also important in determining what your image should be.

• #19 by Jeremy Chin on 7/11/13 - 2:01 AM

  

  I agree with that differentiation is one of the ways to bring value to a customer. Assuming that a company cannot compete on pricing, differentiation is a company's next best option for bringing value to a customer. For example, JetBlue will never be the largest airline carrier in the United States. They will however be a competitive player in a smaller niche because they offer high value through their spacious seating, satellite TV, and ease of boarding the aircraft (operating at smaller facilities).

• #20 by Utah Home Loans on 11/12/13 - 12:18 AM

  

  Yes, the big D definitely understands people and marketing as it seems more adults are going there without kids then ever before.

• #21 by Rinjani Trekking on 1/15/15 - 1:22 PM

  

  Great posting about Image Positioning - Differentiate to Communicate Value, thank you for sharing