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international needs that influence positively the corporate reputation every act and project in
the organization should hide behind it a vision for the benefits of the organization and the
humanity as all.
Organizations have a lot of influence in the public and in the national economy. They control
a lot of assets, and may have billions in cash at their disposal for socially conscious
investments and programs. Some organizations may engage in "green washing", or simulating
interest in corporate responsibility, but many large corporations are dedicating real time and
money to environmental sustainability programs, and various social welfare initiatives to
benefit employees, customers, and the community at large.
A suitably applied CSR perception can carry along a variety of competitive advantages, such
as enhanced access to capital and markets, increased sales and profits, operational cost
savings, improved productivity and quality, efficient human resource base, improved brand
image and reputation, enhanced customer loyalty, better decision making and risk
management processes.
1.2.5
Corporate Image
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