Business Image

Posted by Clara Lin in Jul, 2015

What is a Business image?

A business image is the perception people have of your business when they hear your business name. A business’s image is composed of an infinite variety of information, events, personal stories, promotional activities and goals that work together to make an impression on the public. A business image would continually change with things like the business’s circumstances, media coverage, and performance. Relevant to a business’s reputation or goodwill, a business image is the perception of the business instead a reflection of its actual state or position.

What is the purpose of developing a business image?

The purpose of a business image is to help customers to differentiate between a business and its competitor’s business and products. A business image helps strengthen the customer’s belief that a business really does have something that they want. It also helps the customer make the decision about what they want.

What is the principal structure of a business image ?

A business image is consisted of five (5) major elements which are

1. the business’s core business performance which also includes the financial results
2. the reputation of its brands which is also referred to as “brand equity”
3. its perceived status for innovation and technological accomplishment
4. its policies towards remuneration paid to the staff,
5. its relations with its clients, shareholders, and the community at large.

What are the different types of business image?

There are three types of business images. One is that the whole company uses the same style and the uniformity between the business image and the product image is really strong. In this case, the product reflects the business image directly.
Another is when the subsidiary companies (brands) have their own style, but the holding company’s image still remains recognizable. This creates a link between the holding company’s primary image and its different brands which takes the shape of a common factor as they try to combine the different brands.
The other type of business image is when subsidiaries have their own style, and the holding company is not recognizable. In this scenario, the product places more attention on the brand identities rather than the business image.

Where does the development of a Business image fit into the process of conducting e-commerce marketing ?

1. Identify the target market
2. Development of a business image
3. Implement business image into all e-marketing activities

How does the development of a business image impact on e-commerce marketing?

Newcomers to the market can establish a business image very quickly on the Internet (e-commerce). Corporate image means trust, which is necessary for businesses involved in direct sales. Traditional companies like Dell, Intel and Disney use their Internet activities to confirm their corporate identity and brand image in the minds of their customers

What specific terms are used when developing a business image?

• Q-sort: Q-sort is a comparative rating term where statements about a company are drawn from both company announcements and shareholder pronouncements about the company.
  Photo-sort: Photo-sort is a research technique mainly used as a briefing medium by advertising agencies to create unique and different campaigns.
  Laddering: Laddering was originally developed to determine a brand image. It is well suited to the study of corporate and brand images.

Where can I find more information about the business image?

http://www.researchgate.net/publication/233557122_Measuring_Corporate_Images
http://www.slideshare.net
http://www.inc.com/encyclopedia/corporate-image.html