1.     1.  Companies are designed to give off a positive image and in turn market their company based on their positive image.  Important ways to do this are through the service-profit chain: internal service quality, satisfied and productive service employees, greater service value, satisfied and loyal customers and healthy service profits and growth. 

2.   2.  When a person goes through the experience of deciding which product to buy, brand names are extremely influential in a person’s decision making.  Brand names give people a positive or negative perception of a companies products or services.  When a person has a positive experience with a brand, in the future they may select a product by that brand name again.  The consumer begins to associate their good experience with that brand name. 

3.    3.  K’s brand position is the K Plan.  Our school reinforces this through a top-notch study abroad program, externships and a highly ranked liberal arts education.  Kalamazoo College also likes to give off the message of a “green” campus and does this through a well organized recycle program.  Thirdly, K likes to give off the image of a school with smart and well-prepared students.  The K Plan and great teachers help K students exemplify this image.