Brand image of Mobiles
i) Identity
Brand awareness
The acceptability of the brand and builds the perception of the firm within the target market
The level of consumer satisfaction and it reflects overall consumer behavior towards a brand
Customers’ personal opinions and evaluations with regard to the brand
The ways in which the product or service att
Step3. Evaluation of the case
⇒ In this case, ITT, U.S.A government and CIA are directly involved.
▶ ITT
- Deontological View
The inordinate intervention of company has to be limited. For their profit, ITT intentionally intervened on politic of Chile. As a result, Chile damaged a lot on their politics, economy and even lost a lot of lives. So, ITT is deontological wrong.
personal issues of participants rather than their performance. The other one mainly focuses on participants’ performance.
② Whether the program manage participants or not.
-In one parts, recognized experts cultivate participants’ talent. In the other parts, there is no particular training system, these programs just evaluate participants’ abilities.
(2) Targeting
Our target market
person first, we impressed his first impression.
But we get along with him continuously, we more and more know him.
And we adjust his first evaluation. That is Adjusting.
We adjust or update the evaluation as they consider additional information.
It is applied to marketing theory. Consumers encounter product first, they evaluate them only their first impression. But after consumers use produ
Influence of a global evaluation on evaluations of individual attributes of a person
E.g.) if you like someone, you think s/he has other good qualities as well.
The bias is influential.
Appearance
Attire
- Clean
- Wrinkle free
- Appropriate
Smile
Language & Manner
Do not swear
Be positive and open-minded
Eye contacts
Turn off your mobile phones
Do not shake l