Brand image

Type IV Costs Internal intangible costs Company or brand image Consumer loyalty Worker morale Worker relations Community relations... 

An enterprise can define its own standards, which it enforces by requesting suppliers and, in some cases, retailers to follow specific guidelines in order to be considered for contracts, and by merging the brand image with the image of the quality standards in marketing to consumers. This... 

These days we are all much more aware of the power of marketing and the importance of brands and brand image, but it is still true that most physicians entering the industry will only have a passing knowledge of marketing. 

Terms that have inappropriate connotations for the brand image of a medicinal product and/or that are derogatory to the competition must be avoided. Included in these terms are particularly those that imply a hierarchy, such as number 1, the first, the best. 

When a new drug comes to market, its properties will be oudined in the SPC, including indications, dosage form, precautions, firequency of dosing, contraindications and side-effect profile. All these features collectively establish the product in the marketplace and form the basis of the brand . The creation of a strong brand image is fundamental to advertising, and this is as true for pharmaceuticals as for any other product. For example. 

The networked economy will ensure that an enterprise s stakeholders, including the local communities that it serves, have a breadth of information to help them make choices. Managing the brand image will become even more important as companies realize the importance of providing information to their stakeholders about social and environmental performance. 

One measure of supply chain performance is the extent to which the company s tmget market(s) are being satisfied, given the firm s goals and objectives. This would include measures of product availability, adequacy of customer service, and strength of brand image. 

Symmetry What is the probability that the parties are similar on the following important factors that will affect the success of the relationship relative size in terms of sales, relative market sham in their respective industries, finemcial strength, productivity, brand image/ reputation, and technological sophistication ... 

Was the water decline due to drought or overuse There was, and continues to be, a raging debate in the Indian court systems. It has dragged on for years. As a result, the brand image was tarnished. As the case moved through the Indian court systems, the Coca-Cola Company became laser-focused on building corporate social responsibility systems to avoid a similar issue in another market. 

Waste is an area of considerable public concern. The waste industry has had a bad public image, not always based on logical or scientific evaluation of the facts. However, whatever the facts the public concern is a major issue in the use of waste by any technology. Any link with waste or traffic is an area of particular concern for brand image. Major issues are therefore local planning consents, the environmental permits, and the support of the local population. 

Once we make these decisions, we still have decisions based on extended product features. These tend to be more subtle and intuitive. The figure shows some outside-the-box factors one might consider. These include dealer quality, selection, brand image, support service, and financing. The supply chain enters into a number of these extended product factors. Listed below are a few examples ... 

TABLE 2.1 Supply Chain Operations and Brand Image... 

The supply chain contributes greatly to brand image. Specific supply chain operations that contribute to brand image are included in Table 2.1. Each example relies on supply chain processes, at least in part, for its competitive... 

Establish and manage business rules Business rules that might derive from strategy Could reflect brand image, customer service standards, or capital investment rules... 

Branding Vision, position, space in the market. Establishing a brand name is a primary way to compete in many industries. SCM can support the strategy for establishing a brand image. ... 

---