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    Lesson 6 Presentation: Bikesh Pokhrel Rajendra Maharjan Saroj Maharjan Ujwal Adhikari Suraj Aryal

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    Saroj Maharjan
    The document discusses the relationship between brand image and channel image. It defines brand image and channel image, noting that brand image is a customer's perception of a product or service compared to competitors, while channel image is the perceived value of how a product or service is distributed. It argues that while consistency between these two images is important for some exclusive, premium brands, it may not be as important for large, mass market brands. The document provides examples showing that a brand like Coke can be sold through various channels without affecting its image, while the channel image could undermine the brand image for a product like a watch if it was sold at a discount retailer. It concludes that the importance of aligning brand image and channel image depends on the

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    Lesson 6 Presentation: Bikesh Pokhrel Rajendra Maharjan Saroj Maharjan Ujwal Adhikari Suraj Aryal

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    Saroj Maharjan
    15 views8 pages
    The document discusses the relationship between brand image and channel image. It defines brand image and channel image, noting that brand image is a customer's perception of a product or service compared to competitors, while channel image is the perceived value of how a product or service is distributed. It argues that while consistency between these two images is important for some exclusive, premium brands, it may not be as important for large, mass market brands. The document provides examples showing that a brand like Coke can be sold through various channels without affecting its image, while the channel image could undermine the brand image for a product like a watch if it was sold at a discount retailer. It concludes that the importance of aligning brand image and channel image depends on the

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    marketing

    Original Title

    Presetation

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    The document discusses the relationship between brand image and channel image. It defines brand image and channel image, noting that brand image is a customer's perception of a product or service compared to competitors, while channel image is the perceived value of how a product or service is distributed. It argues that while consistency between these two images is important for some exclusive, premium brands, it may not be as important for large, mass market brands. The document provides examples showing that a brand like Coke can be sold through various channels without affecting its image, while the channel image could undermine the brand image for a product like a watch if it was sold at a discount retailer. It concludes that the importance of aligning brand image and channel image depends on the

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    15 views8 pages

    Lesson 6 Presentation: Bikesh Pokhrel Rajendra Maharjan Saroj Maharjan Ujwal Adhikari Suraj Aryal

    Uploaded by

    Saroj Maharjan
    The document discusses the relationship between brand image and channel image. It defines brand image and channel image, noting that brand image is a customer's perception of a product or service compared to competitors, while channel image is the perceived value of how a product or service is distributed. It argues that while consistency between these two images is important for some exclusive, premium brands, it may not be as important for large, mass market brands. The document provides examples showing that a brand like Coke can be sold through various channels without affecting its image, while the channel image could undermine the brand image for a product like a watch if it was sold at a discount retailer. It concludes that the importance of aligning brand image and channel image depends on the

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    Lesson 6 Presentation

    Bikesh Pokhrel
    Rajendra Maharjan
    Saroj Maharjan
    Ujwal Adhikari
    Suraj Aryal

    Consistency of Brand Image with Channel


    Image
    Brand is a word, mark, symbol, or a combination for a
    product/service
    Branding is process of assigning the brand to the
    product/service
    Brand Image is perception of product/service of customers
    compare to completive product
    Importance of Brand in Marketing

    Channel Image
    Perceived value of the route through which
    product/service is distributed
    Importance while selecting the channel for reaching
    the targeted customers
    Interlink between channel image and the products
    brand
    Can be use strategically for branding the
    product/service

    Arguments
    Relationship between Brand Image and Channel Image
    Are these two topics issues of Argument?

    Answer is it depends
    Importance of Consistency distribution management
    Depends on Nature of product while selecting the distribution channel
    Examples
    Regular product with strong brand can be sold in discount shop or in
    big marts without any impact on brand image. E.g. cokes sold at
    Bhatbhateni and retail discount shop it doesnt make difference in its
    brand
    similar high class quality product sold in different outlay with premium
    brand image might make the difference. E.g. if Casio watch with
    similar quality of Sieko watch is sold at Bluebird at fixed price and
    Sieko at discount price at common outlay may undervalue the brand
    image of Sieko in market.

    NO Debate or Argument
    Lets come to a Common Consensus
    Instead of arguing on one stand, understanding about
    marketing concept using brand image and channel image is
    important.

    Conclusion and Summary


    Selling products in specific place matters for some
    businesses.
    Consistency of brand image with channel image required for
    exclusive and premium products like Adidas, Sony etc but
    may not be important for Companies regular and huge
    brands name like WaiWai, coke etc.
    So, it depends on nature of business about how marketers
    see importance of channel image and brand image.

    QUERIES???

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