Building and Sustaining of the Corporate Image...

Building and Sustaining of the Corporate Image Every organization in the present day environment is understandably concerned with building and sustaining its corporate Image.  Most organizations strive towards a positive corporate image. This can be attained only by taking also into account such aspects as stakeholders’ perception and employees’ behaviour, and not just creating attractive buildings, uniforms, logos and slogans. These objects help only in establishing the first impression of the organization amongst the stakeholders. There is a strong positive correlation between how people perceive the organization and the pro-corporate supportive behaviour. Corporate image is perceived as the mental picture of the organization. It is the sum total of the perceived characteristics of the organization. Every organization has its corporate image whether the organization does anything about it or not. Corporate image is formed based on the stakeholders’ perceptions of specific actions of the organization as well as associated industry and national issues. The corporate image of the organization to a large extent influences the reactions of the stakeholders to the specific actions, services, and products of the organization. Corporate image is the net result of the interaction of all the experiences, beliefs, feelings, knowledge and impressions that people have about the organization. It literally means the level of reputation and an overall picture the organization has been able to create in the eyes of public, competition, end customers and other subjects involved. It is the sum of activities linked with the organizational culture, corporate identity and design, delivered by the communications from the organization. According to Philip Kotler, corporate image represents a set of opinions, thoughts and impressions, which one creates about a firm or a product. Attitudes and acts of humans have connection with image of the organization or the product. Corporate...