WHAT CAN DAMAGE TO A BRAND IMAGE? CITE SOME EXAMPLES An organization’s brand is its heart and spirit. It’s a living thing, to be treasured, cherished and nurtured. It’s your reputation and promise – how you walk and talk and behave in business. It’s about integrity. Even more important, a brand is how others see, perceive and speak of you. It’s not something that can be contrived by a new coat of whitewash or silly, self-serving slogans. An organization’s brand – whether major corporation or entrepreneurial endeavor – is also fragile and can be easily damaged.
And, most organizations that suffer from a poor brand image come about it because of self-inflicted actions … such as doing shoddy work, not keeping their word, cheating and lying. Particularly in today’s digital era, with vast information resources at our fingertips, we can quickly determine who has a good brand and who does not. But, can we? A brand is only as good as its weakest link. The bad behavior of an employee, vendor or business partner can damage your brand. And when that happens, it can be like having some clumsy and foolish work associate spill paint on your suit.
Your brand becomes tarnished. Permit it to happen enough and your brand could be ruined. In addition, the way of management can damage to the brand such as cutting price, brand extension or brand stretching or unsuitable marketing campaign … But in this Internet Research, I would like to present the two typical reasons that can damage to the brand image. First, cutting prices is and has always been seen as a short-term solution that devalues an established brand and is detrimental to its long-term image and profitability.
A less damaging way to gain the attention of the customer seeking added value is for big brands to run highly creative on-pack promotions in-store, allowing them to push for sales and avoid the risk of getting lost in the crowd. Brands may think that once the recession is over they will no longer have to cut their prices to generate sales. But consumer behavior has changed and if brands want to stand out in a crowded supermarket then they must find new ways of catching the eye of the shopper without damaging the credibility and value of the company.
Example: End May 2009, Samsung Vina Company held promotions “Crazy Sale” for customers to buy phones with touch Samsung Star with only $ 9. 99. However, due to unforeseen problems, the program has become a crowded, clash between hundreds of customers. Not to mention, VIP also want to purchase a cruise line to find their luck through the touch screen gives them a feeling of action and deception. Earlier, thousands of people in Vietnam have also crowded, vied for the Parkson Trade Center on Le Thanh Ton Street to join the “VIP shopping festival” which officially held by the Parkson and Sacombank.
Customers hoped to buy a lot of discounts and gifts from the festival. However, many people have been grumbling about having to jostle chaos, especially when changing cards get 4 VIP vouchers worth 150,000 VND, customers always thought security would be off 600,000 or receiving gifts donation valued at but nothing. All of the above examples are the represent of a hundreds price cutting program causing bad effect to the brand image. Second, the failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages.
These failures of extension make consumers create a negative or new association relate to parent brand even brand family or to disturb and confuse the original brand identity and meaning. The typical in this situation is the Diesel. Diesel is a well-known jeans brand that has existed since 1978, when it was created in Italy. The company releases several articles of clothing and is highly successful with sales in the hundreds of millions a year. Its stores are located all over the world, and it is especially popular in Italy.
Since the brand comes from Italy, the owners thought that a great extension for a clothing brand would be wine. The problem is that wine drinkers are very particular about the wine that they drink, and many wine enthusiasts look skeptically at a clothing company releasing its own brand of wine. The wine could be the best in the world, but because of the label attached to it and the feeling that anything but a world-class winery will do, it is doomed to fail. While an Italian company going into wine is not that out of the ordinary, a clothing company starting to sell liquor is.
Therefore, the brand image is the important of the company. It creates value for the all the company. If there were a faulty in the administration, the brand image would be damaged. It will cause many bad effect to the brand and your company will be loose a beat in the market. Image development should never be left for another day and how to protect the brand is always a big problem for all the company leaders and staffs. WHAT DO YOU THINK ABOUT ADVERTISEMENT ON TELEVISION IN OUR COUNTRY? YOU LIKE
OR DISLIKE Nowadays, the television is very popular in Vietnam. Every family has TV and TV become the fastest and effected ways for advertising products. The more developing in the television, the more advertisements appear on this. Every day, after each program is the advertisements; according a survey, the average Vietnamese is exposed to 61 minutes of TV ads and promotions a day. Some of the advertisements success in the information they bring to the audients and others are non-sense, bad effects.
Moreover, for fast distributing products to consumers, manufacturers also launched ads sometimes shocking or even violated ethical principles. This is what I dislike about the advertisements (or ads) on the television. There are advertising attractive and attracted to the humor. The audience is hard to forget because he liked that cold Heineken bear in hand ice box for several different drinks to choose by the type of beer he like. In another ad, a girl is trying for the last two Heineken beer bottles on the shelves of the supermarket, when suddenly a handsome man`s appearance.
The two looked at each other lovingly that she mistook this guy will help her steering station, but the boy has spent the last two bottles of beer is very sweet before the surprise of the girl. No need to interpret complicated by questions from, pictures of funny character in this ad makes the audience excited. With humor and melodies familiar slogan can only be Heineken. However, the attractive advertising medium for images, sounds and messages transmitted in the air as much. This television is still a lot of bland advertising, constrained, even untruthful, offensive to viewers.
Before the news program on VTV1 in the morning, viewers often “forced to enjoy” the advertising cough medicine, drug colitis, hemorrhoids medicine … Familiar with tissue type, the main character of the advertising appears in a state of sickness, pain, discomfort grimacing face. Embrace dialogue process with the symptoms of the disease and present a variety of uses “magic” of the product. Audience as being stuffed by a chaotic tangle of words read so quickly that no time in mind.
Words in ads Nam Than Bao Hoan products do a lot of viewers annoyed by the too long list of manifestations of the disease, “Kidney failure causing back pain, urinary frequency, weak physical security has Nam Than Bao Hoan. Nam th? n b? , b? th? n nam. M? t ngu? i kh? e, hai ngu? i vui”. In addition, pictures of old women guests, laughs actor shouted the phrase “M? t ngu? i kh? e, hai ngu? i vui” (a healthy person, a happy couple) been criticized as … crude. On the monotonous, boring image and word in question can be added advertising to a TV commercial beverages and cosmetics. … Drink more beer, hot people. Playing late night partying, hot people … Dr. Thanh hot tea drinkers, drinking herbal tea Dr. Thanh … ”. Not to mention the art of singing tone of the question, right in the ad content has much worthy goals. Given that herbal tea Dr. Thanh cooling effect, good for health, but the lyrics in the ad do viewers understand that they are cheering, she thought for drinking, partying all night. Deodorant roll ads, white skin with the appearance of the actresses were in state hands up high, on the bus, meet friends, shops, supermarkets … ery worthy goals. Audiences want to laugh for the silly forced the actress, as she once every hour bring ethereal mountain map. “Secondly cute halter tops, t-shirts Wednesday charismatic, confident with bare shirt day Saturday … I look sexy dress straps … “. The manifesto is beautiful because she is confident. Affordable, beautiful, confident hands all the time is right? Finally, attractive advertising audience by beautiful pictures, throughout, has elements of humor or humanity and attractive slogan is not all.
A successful advertising according to the manufacturers comprises two elements: the good and sales. “If only, or that do not affect consumer’s actions, as well as advertising failure”, a manufacturer of professional advertising share. Therefore, the manufacturer explained, if the non-ad strength to force their consumers will not select products. Can be obtained for example in drug advertising, to influence the psychology of consumers, producers have found advertising effects of diabetes affect the kidneys, blurred vision, leg tremors, liver failure … ake them afraid and decided to buy drugs. In addition, as in Nam Than Bao drug advertising, cure hemorrhoids … with ordinary people could be considered offensive, but with people who are sick, they will “stick hits” mentality and will buy the product. There are commercials or meaning left an imprint in the readers’ heart. It has always been a challenge to those who do advertising. But suppose, each advertiser should pay attention to cultural habits and customs of the country to use words and images a good impression with the audience.