The Influence of CEO Image on Brand Image, a Case Study of Ichitan Green Tea Brand in Thailand

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TABLE OF CONTENTS

CHAPTER 2: LITERATURE REVIEW1

Overview1

Branding2

Brand Positioning3

Marketing Goals and Strategies4

Brand Communications6

Brand Image, Brand personality, Brand Identity and Brand value9

Brand Image9

Brand Personality10

Brand Identity11

Brand Value13

Benefits of the Brand Image15

Emphasizing on Cognitive or Psychological Elements16

Psychological Perspective16

Cognitive Perspective17

Brand Personification18

CEO Branding19

Relationship among CEO Image, Brand Image and Customer Perceptions20

Summary of the Literature Review22

CHAPTER 2: LITERATURE REVIEW

This chapter consists of all the past literature published with relevance regarding the topic of the research. The literature review is to identify, obtain and check various sources and other materials that may be useful for research purposes and to extract and compile relevant information necessary to the research problem.

Overview

Image in the management literature has been examined at both the individual level and corporate level. Individual or personal image has been referred to as a shared perception by others of a person's attributes or behavior. People are motivated to manage their impressions because they have a goal of creating and maintaining a certain identity that they find rewarding or useful. To do so, they need to behave in certain ways that are consistent with the desired identity or image. Also, because they are reflections back to the person from others, image may provide feedback to the individuals that their objectives have been obtained.

The marketing literature's perspective on reputation generally views it as an aggregation of performances, actions, or images regarding consumer knowledge about a brand, which essentially equates reputation to branding. This perspective suggests that reputation is a resource that can be used to generate value. Reputation can be viewed as being the result of a continuous process of credibility transactions, thereby enhancing trust and commitment. Organizations carefully monitor and actively manage their reputations through decisions regarding the composition of workforces - signals that organizations send to the market so that others can observe and react. Another such market signal may be sent to the market (and stakeholders) through the reputation of a newly appointed CEO. The treatment of reputation from a marketing perspective, then, is consistent with a management perspective. Reputation is built over time, can have a lasting impact, and is often proactively manipulated and managed.

Branding

The focal point of branding is the idea that the name (Smucker's), trademark (Bass Ale), or symbol (Kotex period) related to a product delineates a separation over other entrants in the aforementioned flattened competitive landscape. Branding does not recognize a “superior” product; rather, it embeds a favorable idea or strong and unique association in the memory of potential consumers. It would be difficult to argue that Bayer aspirin is clinically superior to generic aspirin as they are, by law, the same chemical compound. Yet Bayer is able to charge consumers significantly more, presumably because of its well-recognized reputation, brand name, and claim that a large number of physicians prefer Bayer.

Due to their high profile reputations, CEOs are able to market themselves as household names and elevate their names or identities to branded ...