The message that Raytheon is trying to get out to everyone about their brand image is that, even though they are looked at as a company who specializes in defense systems and commercial electronics for the United States Department of Defense as well as other U.S. government departments, they provide math and science programs for children as well as other attractions that reaches out to the younger crowds. So, Raytheon carries an overall image that tries to involve everyone including children of all ages.
One product that is geared towards defining part of Raytheon’s brand image is the “standard missile.” The standard missile is the traditional missile that is a part of Raytheon’s “Missile Systems,” the world leader in design, development and production of missile systems. The “standard missile,” is described as, “the world's choice for air defense and theater ballistic missile defense.” There are 4 different versions of the “standard missile.” The SM-1 was developed in 1967 and is used mostly by many international navies. The SM-2 has a purpose to provide area defense against enemy aircraft as well as snit-ship cruise missiles. The SM-3 is used on Aegis cruisers and destroyers to defend against short range ballistic missile threats in the midcourse phase of a flight. Finally, the SM-6 is an “Extended Range Active Missile.” It is being developed to meet the Navy's requirement for an extended range anti-air warfare missile. The standard missile family is just one of many families within Raytheon’s Missile Systems. “Raytheon’s Missile Systems” are located in Tucson, Arizona and currently employs more than 12, 500 people. O by the way, their revenue is only $5.4 billion. It seems as though Taylor Lawrence, the President of “Raytheon’s Missile System’s” knows how to do his job quite well.
Raytheon Missile Systems in Tucson, AZ
Finally, a PR campaign that is in the works to help enhance Raytheon’s image as a company is the new exhibit at Epcot Center in Walt Disney World called “The Sum of All Thrills.” This brand new attraction that Raytheon is sponsoring and designing is set to open up in the fall of 2009. It is geared towards allowing children to have a fun, entertaining and an informative experience, that will help them pursue a lifelong passion for math, science and technology. http://raytheon.mediaroom.com/index.php?s=43&item=1187
Before I sign off, I hope you viewers out there have a better idea of what “corporate brand image” is. It basically creates a face for the company, so when people see Raytheon they don’t just think of missiles and two-way radios and explosions etc… It’s a company that represents the defense for the United States as well as a company that provides several attractions and programs that have fostered nearly a million students since 2005 to help them enjoy and have a better sense of math, science and technology.
So once again, stayed tuned as next week’s topic will cover community relations. Peace!
Dr. Taylor Lawrence President of Raytheon Missile Systems
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