SHARPENING THE CORPORATE IMAGE FOR A SERVICE COMPANY

Abstract

For a company the size of GTE, the name itself carries an image that evokes fundamental promises to customer. It is important that this image be as clear and as positive as possible because all product benefits are ultimately evaluated in light of the expectations raised by the corporate image. Before GTE looks at how to convey specific product messages to customers, it is concerned about the image that it projects as a corporation. GTE's corporate ad campaign over the past ten years has been directed at improving the public's recognition of GTE. As its markets become more competitive, it is finding that the concept of corporate image — the concept of market positioning — is more important than ever.

Citation

Vos, T.J. (1987), "SHARPENING THE CORPORATE IMAGE FOR A SERVICE COMPANY", Journal of Business & Industrial Marketing, Vol. 2 No. 2, pp. 69-76. https://doi.org/10.1108/eb006029