Hein Jonker Media House | Media / Print Workflow & Management

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Corporate Image > A mental picture that springs up at the mention of an organisation’s name. It is a composite psychological impression that continually changes with the organisation’s circumstances, media coverage, performance, pronouncements, etc. Similar to an organisation’s reputation or goodwill, it is the public perception of the organisation rather than a reflection of its actual state or position. Unlike corporate identity, it is fluid and can change overnight from positive to negative to neutral. Large organisations use various corporate marketing techniques to enhance their image in order to improve their desirability as a supplier, employer, customer, or service provider.


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