2. Coporate Image ?
How a business is percieved
An accepted image of what the organization stands
for
It is not based on only the company but also other
contributors like news
media, unions, journalists, NGOs etc.
All kinds of organizations from government to NGOs
work to create a corporate image.
3. Building a corporate image
What is the present image? How do the public see you
and do the public and management both see the same
image?
What image does the firm want? It’s positioning.
How do the products/services affect the image? Does
this image vary by the audience for different products of
the same organization?
What must a firm do to win a new corporate image? Start
with the internal culture. Procedures may need to be
changed, product lines may need to be revised and
sometimes even change in the name may be required
(e.g Goldstar to LG).
