BU470 Chapter Notes - Chapter 10: Organizational Culture, Reputation Management, Brand Equity
Document Summary
Chapter 10: corporate branding, services, and business-to-business branding. Minimal effort: low power and low interest. Keep satisfied: high power, low interest key players: high power, high interest. Integrative approach to services branding: service brand is shaped by the input of staff, customers and stakeholders and the organization is more general. Highlights three strategies that need alignment: promises made about services offer externally, internal marketing programs to ensure promises are delivered, the experience employees have in service encounter. Brand power: function of customer loyalty to brand. Price to earnings ratio: where high generates expectations of greater earning growth in future. Market cap/book value: market capitalization is the total value of the shares or the premium. Financial strength is an assessment of the health of a company"s financials. Brand equity as a percentage of market capitalization: benefits to branding in b2b markets:
