Organizational and Corporate Image

Organizational image is defined as the public impression of an entity based on firsthand experience, institutional messages, and mass media accounts. Individuals decide how closely to identify with an organization based on its image. The image can position an organization within a category as well as distinguish it from others in the grouping. Corporate image refers to the projected image of a firm; it is of special concern to management and public relations consultants.

Organizational image and corporate image matter because they can be the gateway or invitation for public interaction with the firm. Thus, a negative organizational image, even if erroneous, can do significant harm by foreclosing the public’s willingness to engage the firm or its products. A negative image is not the only possible ...