What is the corporate image?
The corporate image or corporate identity is the visual representation of the company to the world (employees, clients, suppliers, investors) through different communication elements such as product design, logo, advertising, website, corporate brochures, brochures, etc.
The image is not only found in the organization, it is also present in the perception of the corporate image that society builds through opinions, ideas, sensations, or value judgments.
Corporate identity has to do with the way the company wants to be perceived by the public, while corporate image refers to how they really see it.
Elements of the corporate image
The most important elements that shape the corporate image are:
Types of corporate image
The types or classification of the corporate image are:
Importance of corporate image
The corporate image is the way in which consumers perceive the organization, therefore it constitutes one of the most important concepts to take into account. A good or bad association of the brand in the minds of consumers will have a direct impact on the success or failure of the company.
The media, interest groups, forums, groups on social networks often influence public opinion by changing the perception of the population. Globalization, along with other variables external to the organization, has become so relevant that companies are devoting more and more resources to the area of public relations or institutional communication to address the new challenges they pose.
Another fact that demands attention from the corporate image is the growing expectation of society regarding a more responsible consumption, which takes into account the environmental damage that the company generates in the production of its goods and services. Thus, many consumers require an environmental image of the company.
The corporate image is the letter of introduction to the public. For this reason, it is important to work on the different characteristics that are part of the image to strengthen the entire company and pave the way for the achievement of its objectives.
Examples of corporate image
Below are some of the most famous corporate images in the world: