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 seven queries as you revisit your marketing
communications strategy: 1) How important is image in your value proposition?, 2) Should it be even more important?, 3) Does your image clearly resonate with your
target market?, 4) How can you get your customers and the market to share more
positive messages about your company?, 5) What is your main point of differentiation
from your competitors?, 6) Should coolness be a major or minor part of your IMC
strategy?, and 7) How can you best tell your business story to communicate value?
This blog post is the 6th in a series extracted from Superior Customer Value – Finding and Keeping
Customers in the Now Economy, 4th Ed. (2019, Routledge Publishing/ Taylor & Francis). For further information contact Art Weinstein at artweinstein9@gmail.com, 954-309-0901, www.artweinstein.com
Image is something that can truly make or break a company, this is why so many businesses go above and beyond to make sure that they have a great brand image. Disney is probably one of the best at this. As a company, Disney appeals strongly to the consumers five senses, which greatly resonates with their market. The company has spent millions of dollars to distort the reality of its guest. By doing this they give consumers a magical feeling that is unmatched by any other company/industry. The main result of this is that Disney has strong image and high consumer reviews. The image that Disney has gained over time has allowed them to cross many barriers and become a global business leader.
ReplyDeleteIs it distorting reality or taking consumers to a happy place? AW
DeleteI could see how it is both, taking consumers to a happy place BY distorting reality with life-size cartoon characters.
DeleteDisney does a great job capturing their ideal image for their target market. Brining family entertainment in as many aspect as they can through their amusement parks, television, movies, products, and customer service. They always add a little extra pizazz in order to make their image a more magical experience for the consumer.
DeleteDisney’s culture is all about giving customers the best experience possible and the cast members go out of their way to do so. If you walk into Disney and tell them it’s a special occasion (first time in the park, birthday, anniversary, etc.), they will give you a button for that occasion and cast members throughout the park will take notice and wish you a wonderful day. If you have children dressed as characters, cast members will make them feel like they really are those characters by asking for their autograph and even venture through the park with them on “quests.” This image has customers coming back for more and has even sparked a trend in people becoming cast members themselves. The fact that both the cast members and customers have such a “magical” experience makes Disney a more attractive place to be.
ReplyDeleteImage Positioning can differentiate one company from the other, Each company has its own way of being recognized and interpreted by the consumers. Customer experience and customer-generated content on social media platforms is something more valuable than what the company does and says itself. The way a company represents itself can create or destroy a company's success. Some companies, like Disney, go above and beyond with their IMC (Integrated Marketing Communications) consisting of advertising, selling, sales promotion, online, social media, and public relations activities. Disney always puts a lot of effort on creating an unforgettable experience for customers making them have a magical feeling whiles in there. This gives Disney a lot of great feedback since it can impact any type of customers regardless of age and tastes. Now, Disney has become a worldwide marketing and business leader by the way they target their market.
ReplyDeleteI think that image in a company is one of their most important features. Disney has gone above and beyond in the Image category. Their company is one of the most well known in the world. Even if you have never been to Disney, you most likely will know who they are. That sticks out as a sign of amazing success within the company. Many companies can probably benefit from Disney's Imaging strategies.
ReplyDeleteImage positioning is a key component for companies and brands. Customers develop opinions and impressions just by looking at a company's image. It is important for companies/brands to convey their message and value through their image.
ReplyDeleteI firmly believe that a company's image plays a crucial role in its overall success. Disney, for instance, has truly excelled in crafting a stellar image, setting a gold standard in this domain. As one of the most recognized brands globally, Disney's ubiquity transcends geographical and cultural boundaries, making it a household name even for those who have never experienced its offerings firsthand. This widespread recognition is a testament to Disney's remarkable achievements and its unwavering dedication to maintaining a strong, positive image.
ReplyDeleteOther businesses could undoubtedly learn valuable lessons from Disney's image-building strategies. By analyzing and adopting the best practices that have propelled Disney to the forefront of brand recognition, companies can enhance their image and, in turn, significantly improve their overall success.
I strongly believe image represent the business and also customers and another word the customer view the brand as bond between the business also it involves by changing the brands .
ReplyDeleteI strongly believe image positioning is the keys element for the company and also the brands . Most customer view the brand always altering the relationship between and the business by changing the brands personality .
ReplyDeleteI love that this article touches on such an important point for brands and companies, which is image. What really builds up a company's image is not what they advertise, but how they customers and clients perceive them. Especially nowadays, user generated content (like social media posts) are so easy to make and tend to be more believable and have more credibility than what companies are advertising. I think Disney is probably the biggest and best example of great image positioning, because they do not only advertise themselves as the "most magical place on Earth", but they offer this experience to their customers, so they are the ones endorsing their image.
ReplyDeleteThis article is super interesting to me as someone who grew up at Disney, but has never heard of image positioning. It is clear that Disney often uses this technique to draw in more business. This is seen through how Disney aims to reach the guests five senses, an example being how they installed scent dispensers to rise sales in food. Disney has given themself an image that draws guests back, causing them to become a leader in the business field.
ReplyDelete