Brand Image Positioning: Choose two Companies in the US (Case Study Sample)

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Brand Image Positioning
Brand image is the perception of consumers or target market about a brand. Every brand portrays an image, which determines the world's mental picture of it. Business organizations invest in developing and retaining a strong brand image since it is pertinent to business success. Maintaining a high brand image fuels significant growth. Brand image is an important element since it has great influence on the purchasing decisions of the target market. This essay outlines an analysis of the brand image of Tiffany & Co and The Walt Disney Company.
Brand Image of Tiffany & Co
Tiffany & Co is an international company that deals with the sale and supply of quality and expensive jewelry since 1837. It generates its revenue from several regions of the world. The company operates a total of 151 stores located in America, Europe, and Asia. It has high brand equity with a rich heritage of over 176 years and a name synonymous with luxury (Byron). Its brand is perceived to be of excellent quality, timeless luxury, and originality. People are awed by their products due to the perception of high quality and luxury of their brand. The attitude explains why women want wedding or engagement rings from Tiffany. Similarly, men adore products from Tiffany such as male’s watches due to the perception of quality and class. Also, the many years of service and the tremendous growth in the competitive industry create a picture of sustainability and high returns on capital (Byron). Its brand positioning and retaining define the high quality of its goods and services and luxury of its original and beautiful designs.
The good brand image of Tiffany attributes to its diversity in target market segmenting and innovation in developing and managing products. The company has attracted nearly all market segments; from the young to the old, male and female. Indeed, it has something for everyone. It offers not only female's clothes and jewelry but also male's clothes and jewelry. In fact, it offers products for people of all ages. Everyone can find a product from Tiffany that meets their individual needs. They have various types of jewelry which people love to use as gifts for special events such as birthdays and anniversaries. Moreover, Tiffany & Co. has developed and managed products with high level of innovation. For example, the wedding ring finder app is a result of the company’s innovation. It is used by customers to locate the wedding rings of their choice. Every year, the company introduces new products with a greater emphasis on expensive, high quality and luxurious jewelry.
Although Tiffany & Co has been in the business for many years, it has not had issues with bad or negative brand image. An analysis of its brand image positioning reveals that it has managed to maintain a good brand image due to efficient customer relationship management. The company's customer relationship management monitors the consumer perception and preferences using research surveys and focus groups. These have enabled it to maintain customer satisfaction and trust. Furthermore, the company has established an excellent brand image through advertisements, sales promotion and personal selling, and sponsorship of high profile events. More importantly, it has offered high-quality jewelry and excellent customer service consistently. As a result, consumers associate its brand with high quality and luxurious jewelry, customer satisfaction, elegant stores and online environment, convenient store locations and beautiful packaging materials (Thomas and Debra).
Brand Image of the Walt Disney Company
This Company is among the most powerful and influential companies in the entertainment industry throughout the world. It was founded by Walt Disney in 1923 in Hollywood, California, with the principal goal of making people happy. However, the company expanded and opened several studios, and diversified its aims. It is a renowned brand in the entertainment industry that has consistently delivered its promise. It has accomplished its promise to offer high-quality entertainment and exciting experiences to consumers. Consequently, its brand has gained customer trust and loyalty, and this has allowed it to achieve high brand equity (Francoeur).
The good brand image of the Walt Disney Company is linked to its uniqueness and diversity to cope with the changing market trends. The company started as an average entertainment company focusing on cartoons and the entertainment of young children. Although it achieves its principal objective, it encountered several challenges since it had only one target market segment. Nevertheless, it diversified and expanded in line with the market conditions and started producing entertainment content for the mature people. Also, it established four business segments, which include:] motion pictures, media networks, theme park and resorts, and consumer products. More importantly, it developed and maintained these new strategies and fulfilled its promise to customers (Robbins and Michaela).
The Walt Disney Company established its brand image through several strategies. Besides addressing customer preferences and offering excellent customer service, the company adhered to its vision, mission, purpose and core values. It has remained focused in ensuring its vision of being the preeminent leader in offering family e...