The corporate image concept : a strategic approach

Following a clarification of the concept of corporate image using the available literature as a basis, the process of image-formation and the nature of the influence of corporate image on behaviour are explored. The relationship with corporate identity is then discussed. This exploration leads us to considerations on corporate image policy and recommendations relating to methods of measurement.

The core of the publication consists of the Corporate Image Concept, developed to provide a framework of ideas in the structuring of corporate image policy for public relations managers, public relations consultants and advice bureaus. Finally, a trial is set up to test the constructed Corporate Image Concept in Dutch universities, leading to the formulation of general conclusions.