The brand image of a company is what the company wants its consumer to think about them. Brand image does not just have to deal with the company’s name, or products name or packaging, but it also has to deal with the image of the entire company. CVS wants to maintain a good brand image so that every time you walk into one of their stores or look at one of their products that you have a good feeling about the product because you have a good image of CVS corporation. For the most part CVS products have simple packaging, because CVS believes that just by seeing the brand name the customer will be satisfied with their decision to shop with CVS.
I believe the simplicity of the literal image of CVS/pharmacy, says to its customers that CVS is simple and easy to use. It says to its costumers, here we are, were trying to make things easier for the average American. This image to the right is the image that is most commonly associated with CVS, and is used on all of their products.
Their mission statement says it all.
“We provide expert care and innovative solutions in pharmacy and health care that are effective and easy for our customers. "
This is the true brand image that CVS is trying to portray. This quote is exactly hat CVS wants its customers to think about their corporation. And I believe that they do a very good job of accomplishing this mission. I believe this to be true because CVS Caremark is the largest provider of prescriptions in the entire nation. They provide more than 1 billion prescriptions annually, and they do not look like they are going to be slowing down any time soon.
CVS throughout the years has had a near perfect reputation. They rarely find themselves in crises, and are doing great economically. CVS takes part in many campaigns to help strengthen its relationships by enhancing the communities that they serve in. CVS does various things in order to help out in the community. These things include cash grants, in-kind contributions, sponsorships and fund raising events. All of these things help them from a public relations stand point because there name gets out there and people get to see that they are giving back through kind programs and donations.
I believe that CVS has done a great job of using innovative technology, such as new media, to communicate with its publics and help to build stronger relationships and maintain their image. They communicate with their publics such as customers, employees, and investors through new age websites such as face book, twitter, and there home website. Also CVS releases a very intricate annual report that states the financial success of the company very well, which lets investors know that they have invested their savings in a reliable corporation.
It is through their websites, annual report and various campaigns to enhance the community that public relations takes an effect on the companies image. By being reliable, and showing that they are successful and care about the community, this enhances the outlook on CVS, and by doing so helps greaten their success as a world renowned pharmaceutical company. It is important for CVS to keep the public informed about the company’s goals, and endeavors in order to strengthen relationships and continue to succeed financially.
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