A corporate image of a company can be defined as an image that people hold in their minds about the company, its products, and its services. A corporate image or corporate identity is the manner in which a corporation, firm, or business enterprise presents itself to the public (such as customers and investors as well as employees). It describes the manner in which a company, its activities, and its products or services are perceived by outsiders. It can help you to attain customers and helps in gaining their loyalty. For example, nowadays, companies participate in social activities such as helping poor, providing education to underprivileged children, or activities associated with environmental causes.
The corporate image is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations, etc. Corporate identity is a primary goal of corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives. Some companies have recognized this reality and reaped tremendous benefits by conducting themselves in a socially and environmentally responsible manner.
The corporate image of a company is the product of a company’s performance, media coverage, and its activities. It plays an important role in the success of the company. The opinion of your customers about your company is highly influenced by the corporate image of your company in the market. Customers’ actions are largely influenced by the corporate image of a company. It is difficult to build a strong and positive image of the company in such a cut-throat competitive environment, and once the image is ruined, it is near impossible to gain it back.
The corporate image of a company is referred to as the reputation of the company in the market place or how others view it outside the company. In general, this amounts to a corporate title, logo, and supporting devices commonly assembled within a set of corporate guidelines. These guidelines govern how the identity is applied and usually include approved color palettes, typefaces, page layouts, fonts, and others. A lack of positive corporate image will lead to high employee turnover, decreased revenue, and decreasing important customers.
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