Corporate image is the sum of associations, characteristics and attributes that exist in audiences’ minds regarding the organization or entity. These tend to be ‘right brain’ associations with emotions tied strongly to each. It is declared that the organization external image starts with organization internal stakeholders, especially its employees and how they perceive the organization, their behavior affects an organization image especially in service and education institution. Customer expects a lot, but if the service differs or doesn’t meet expectations, reputation is damaged the external image is the mirror of identity.
Corporate Image is the mental picture that springs up at the mention of an organization’s name. It is a composite psychological impression that continually changes with the organization’s circumstances, media coverage, performance, pronouncements, etc. Similar to an organization’s reputation, it is the public awareness of the organization rather than a reflection of its actual state. Unlike corporate identity, it can change overnight from positive to negative to neutral. Large organizations use various corporate advertising techniques to enhance their image to improve their desirability as a supplier, employer, customer, etc.