Corporate Identity and ImageCorporate Identity and ImageGap AnalysisGap Analysis

ByPimpisa Jular 4945346628

Usaporn Tanadumrongsak 4945386728Sundhika Chagsudulya 4945371228

Parkorn Wongsiri 4945351728

Established in 1959 by the two co-founders, Rich De Vos and Jay Van Andel Available in countries, as for Thailand, the first launch was in 1997 Position the company as consumer products providers with business opportunities (chain business) Perceive itself as a company that offers a low-risk, low-cost business

“Freedom, family, hope, and reward” Sell nutrition and wellness, beauties, bath and body, and for-the-home products

Company’s ProfileCompany’s Profile

65 research centers around the globeFocused more on research for a superior quality through a wide variety of product lines 2nd largest in direct selling

Corporate Identity/Brand Expression AnalysisCorporate Identity/Brand Expression Analysis

The old logo was firstly used in September 2002 in The old logo was firstly used in September 2002 in the U.S.the U.S. The world-like figure was used in expressing itselfThe world-like figure was used in expressing itself as an international, trustworthy international as an international, trustworthy international commitmentcommitment Logo >> very high brand positioning tool, Amway Logo >> very high brand positioning tool, Amway societysociety Its logo gives the feeling of quality expressed throughIts logo gives the feeling of quality expressed through the use of color, simple design format that has a the use of color, simple design format that has a meaningmeaning More vivid and distinction express prideMore vivid and distinction express pride HorizonHorizon

Help people live better lives Commit to the production of safety and healthy products Adapt itself to fit with each local market Concern for the local community Concern for the environment Give priority in maintaining the highest ethical standards Employ the latest technology Share generously global community

IdentityIdentity

ImageImage

Direct selling companyTarget: B class especially working people and housewife Multi-level marketing strategy that sells variety of products to diverse groups of customers Quality products that come in different lines Imported product form U.S.A Consider expensive in comparison to product of the same category Good Reputation and marketing strategy Extreme Sale“A network of Amway worshiping cults”

ImageImage

Perception Gap: Identity VS ImagePerception Gap: Identity VS Image

Business communityBusiness community Environmental friendlyEnvironmental friendly Positive outlookPositive outlook Affordable priceAffordable price Increased business opportunitiesIncreased business opportunitiesConvenient to make a purchaseConvenient to make a purchase Do charitable contributionsDo charitable contributions

CultCult Not very activeNot very active Negative perceptionNegative perception Considerably expensiveConsiderably expensive Reduced social acceptanceReduced social acceptance Inconvenient to make a purchaseInconvenient to make a purchase

Opinions from websiteOpinions from website

Opinions from websiteOpinions from website

Recommended StrategiesRecommended Strategies

Corporate Social Responsibility ProgramCorporate Social Responsibility Program Pays more attention on publicity- let customers know of the company’s goodwill

Customer Relationship management ProgramCustomer Relationship management Program Attracts customers by showing the qualities that the products offer: changing of the company’s core value, distributing free sampling to potential prospects, using existing and satisfying customers as the company’s testimonial, opening a store.

Conducts insightful survey every once in a while to keep the company’s service compatible with customers’ needs