A corporate image refers to how a business is perceived. It is a generally accepted image of what a company stands for. In creating corporate image, marketing experts use public relations and other forms of promotion to suggest a mental picture to the public. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales.
A corporation's image is not solely created by the company. Other contributors to a company's image could include news media, journalists, labor unions, environmental organisations, and other NGOs.
Corporations are not the only form of organization that create these types of images. Governments, charitable organizations, criminal organizations, religious organizations, political organizations, and educational organizations all tend to have a unique image, an image that is partially deliberate and partially accidental, partially self-created and partially exogenous.
Famous quotes containing the words image and/or corporate:
“My image is a statement of the symbols of the harsh, impersonal products and brash materialistic objects on which America is built today. It is a projection of everything that can be bought and sold, the practical but impermanent symbols that sustain us.”
—Andy Warhol (19281987)
“The corporate grip on opinion in the United States is one of the wonders of the Western World. No First World country has ever managed to eliminate so entirely from its media all objectivitymuch less dissent.”
—Gore Vidal (b. 1925)