Corporate Image Management: A Marketing Discipline for the by Steven Howard

By Steven Howard

Company picture administration is a complete, useful creation to 1 of the main powerful advertising and administration instruments on hand for using senior executives. innovative company leaders may want to use this new self-discipline to force their enterprises in contemporary more and more aggressive markets. the company photograph communicates the organization's challenge, the professionalism of its management, the calibre of its staff, and its roles in the advertising atmosphere or political panorama. traditionally, pondering and writing in regards to the topic has come from the realm of photo layout. This process now not fits the worldwide, dynamic, cross-border and cross-cultural international within which a lot of trendy companies and organisations compete.Corporate photograph administration describes the self-discipline on the way to be a key to winning advertising good into the following century.Steven Howard, who has over 18 years' senior advertising adventure within the Asia/Pacific quarter, illustrates the idea that of company picture administration with case tales from Singapore airways, credit card overseas, Amazon.com, the nationwide Basketball organization, Britain's Royal kin, and so forth. Treats company snapshot accurately as a advertising self-discipline, no longer a layout issueCorporate photograph is a severe part of dating excellenceCan be used for imposing strategic switch inside of any association

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Apparel: Indexed spending by income, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by before-tax income of consumer unit, 2003; complete income reporters only; index definition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total complete reporters under $20,000 $20,000– $39,999 $40,000– $49,999 $50,000– $69,999 $70,000– $79,999 $80,000– $99,999 $100,000 or more $42,742 100 $19,863 46 $31,684 74 $39,757 93 $49,789 116 $57,128 134 $65,957 154 $93,515 219 Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 100 100 100 100 54 45 29 46 54 34 42 53 42 44 51 49 39 27 74 69 54 80 87 71 63 57 56 56 88 58 113 70 87 90 55 109 75 64 88 74 37 69 165 37 134 54 113 119 93 112 138 110 111 99 96 144 102 185 89 67 146 153 155 144 139 114 253 129 154 151 133 168 59 104 146 182 144 171 168 130 189 135 135 233 178 238 95 121 215 215 355 200 159 304 201 289 355 207 125 159 223 393 Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 100 56 39 90 69 66 31 51 54 16 43 32 80 61 67 92 82 58 84 74 55 88 61 85 89 129 66 66 86 117 93 75 50 91 117 171 103 103 118 78 115 123 137 73 146 146 160 59 179 154 83 117 169 152 126 131 140 164 138 96 132 333 139 177 176 134 144 197 181 161 187 190 257 184 165 297 298 253 Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 55 54 49 57 56 54 50 61 66 77 58 37 53 40 24 74 92 55 61 72 94 84 61 105 64 79 60 61 54 37 86 111 117 67 78 142 63 100 85 84 107 67 71 89 100 111 106 136 85 108 103 111 175 93 139 106 98 104 135 91 160 114 249 144 153 132 204 152 93 141 145 115 168 188 117 134 150 74 157 128 61 110 96 136 178 138 147 244 162 114 221 175 212 286 238 198 221 169 176 137 191 324 207 227 405 Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 45 38 – 36 47 44 53 51 47 26 74 83 90 75 78 76 62 60 72 59 87 116 52 55 122 111 78 94 68 64 109 121 44 107 112 130 79 148 69 140 203 157 325 240 138 120 258 176 302 175 160 138 64 221 153 193 123 157 186 179 209 197 260 205 192 171 260 188 201 258 Childrenʼs (under age 2) apparel 100 55 87 99 98 161 151 181 Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING WHO’S BUYING APPAREL 29 total complete reporters under $20,000 $20,000– $39,999 $40,000– $49,999 $50,000– $69,999 $70,000– $79,999 $80,000– $99,999 $100,000 or more Footwear Men’s Children’s Women’s 100 100 100 100 75 66 79 79 82 82 87 80 84 98 83 77 127 132 121 127 132 157 133 116 128 173 97 116 150 114 157 168 Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning 100 100 100 100 100 100 40 54 29 19 140 20 64 102 53 54 132 39 85 93 220 78 97 60 99 103 109 111 66 91 97 73 107 89 51 127 148 179 113 159 39 188 301 175 252 357 41 392 Note: (–) means sample is too small to make a reliable estimate.

Apparel: Indexed spending by high-income consumer units, 2003 (indexed average annual spending of consumer units (CU) with high incomes on apparel, accessories, and related services, by before-tax income of consumer unit, 2003; complete income reporters only; index definition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total complete reporters $100,000 or more $100,000– $119,999 $120,000– $149,999 $150,000 or more $42,742 100 $93,515 219 $75,602 177 $86,451 202 $118,674 278 Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 100 100 100 100 215 215 355 200 159 304 201 289 355 207 125 159 223 393 155 147 184 244 81 225 122 219 421 105 86 101 81 200 203 207 290 40 181 270 161 301 319 246 154 113 289 483 291 297 595 277 227 418 318 356 311 287 144 258 325 535 Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 100 197 181 161 187 190 257 184 165 297 298 253 146 127 96 164 71 110 162 157 236 236 215 155 140 208 122 117 356 174 148 220 109 264 286 274 196 263 377 341 216 186 424 514 288 Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 221 175 212 286 238 198 221 169 176 137 191 324 207 227 405 161 119 100 190 192 257 163 58 137 126 129 226 186 206 234 198 93 184 211 220 102 220 149 190 134 206 361 139 170 546 303 298 357 447 303 208 285 306 208 151 248 402 281 296 483 Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes 100 100 100 100 100 100 100 100 100 100 209 197 260 205 192 171 260 188 201 258 167 166 60 234 183 150 137 153 163 159 164 182 163 128 162 180 186 134 160 397 290 242 553 234 224 187 451 268 276 257 Childrenʼs (under age 2) apparel 100 181 146 232 181 Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING WHO’S BUYING APPAREL 37 total complete reporters $100,000 or more $100,000– $119,999 $120,000– $149,999 $150,000 or more Footwear Men’s Children’s Women’s 100 100 100 100 150 114 157 168 136 111 127 156 174 127 175 202 146 108 175 156 Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning 100 100 100 100 100 100 301 175 252 357 41 392 171 164 188 168 55 246 268 79 256 334 40 334 469 260 318 584 27 597 Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey 38 WHO’S BUYING APPAREL Table 14.

7 Note: Market shares by type of consumer unit will not add to total because not all types of consumer units are shown. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey 50 WHO’S BUYING APPAREL oldest child 18 or older Table 20. 00 Note: Other races include Alaska Natives, American Indians, Native Hawaiians, other Pacific Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Numbers will not add to total because not all categories are shown.

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