Corporate image
Mental picture that springs up at the mention of a firm 's name. It is a composite psychological impression. That continually changes with the firm 's circumstances media coverage,,,, performance pronouncements etc. Similar to a firm s.' Reputation or goodwill it is, the public perception of the firm rather than a reflection of its actual state or, position. Unlike, corporate identityIt is fluid and can change overnight from positive to negative to neutral. Large firms use various corporate advertising. Techniques to enhance their image in order to improve their desirability as a supplier employer customer,,,, borrower etc.
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