Negative Perceptions of Image A polluter Unfriendly Junky

Negative Perceptions of Image A polluter Unfriendly Junky Low Quality Poor Servicing Not a good neighbor Could care less Stodgy Always understaffed Insulting advertising A dirty store Distant I just don’t like their attitude I don’t trust them Not a sharp operation Inefficient Not on top of things Fading in their industry Too demanding Bound up in red tape Second rate

Neutral and Undistinctive Perceptions of Image Haven’t Heard of them Just another ------Boring ads They haven’t proven themselves Who? O. K. I guess An unknown quantity

Positive Perceptions of Image A good neighbor A good place to work Maker of quality products Provides good values Has the customer’s interests in mind Friendly Interesting and entertaining advertising An efficient operation I trust them In the front of the industry Honest, dependable services They care Courteous and helpful employees A “fun” place

Outputs perceptions and attitudes of Inputs Physical facilities Employees Dealers Products Prices Customer services Advertising Public relations efforts Publicity Public Image Mix Customers/Consumers Employers Dealers Suppliers Creditors Investors Media Government General public Miscellaneous Figure 2. 3. Major inputs and outputs of the public image mix

ERRORS IN HANDLING THE PUBLIC IMAGE • IGNORING POSSIBLE NEGATIVE IMAGE CONSEQUENCES • DISREGARDING CONSTRAINING CONSEQUENCES • ABDICATE IMAGE-BUILDING AND IMAGE-MAINTAINING EFFORTS TO PUBLIC RELATIONS • LACK OF CO-ORDINATION

TYPES OF IMAGE PROBLEMS • OVERCOMING A DULL IMAGE • TRYING TO UPGRADE AN IMAGE • OVERCOMING A BAD IMAGE