Marketing communication: principles and practice

I D E N T I T Y
,
I M A G E
,
A N D R E P U T A T I O N
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what the customer perceives the organisation to be.
(
Marketing Business
, February, 1994: 5)
the total impression (beliefs and feelings) an entity (an organisation, country or
brand) makes on the minds of people.
(Dowling, 1994: 8)
First . . . the literal image (name or icon) . . . symbolises the organisation, product
or service . . . Second, . . . the pattern of beliefs and feelings associated with the
literal image that give it its meaning or psychological significance.
(Bromley, 1993: 158)
The relationships between an organisation’s self-image, the image it wishes to
portray, and the real public image that evolves are complicated.
(Bromley, 1993: 158)
Brand image is tied closely to marketing and consumer behaviour. Corporate
image, on the other hand, especially in larger, more diversified organisations,
is tied more closely to corporate identity than to brand images of its products or
services.
(Bromley, 1993: 159)
visual identity refers to the visual features that identity an entity . . . a company’s
logo and livery, a product’s packaging.
(Bromley, 1993: 160)
Corporate reputation
the collective 
experience
of those who work for and deal with the organisation.
(Fearnley, 1992: 35–6)
the 
evaluation
(respect, esteem, estimation) in which an organisation’s image is
held by people.
(Dowling, 1994)
we try to develop a particular sort of reputation by acting in ways we think will
lead other people to form a particular sort of 
impression
.
(Bromley, 1993)
what is generally believed
(Unattrib.)
A firm’s reputation is partly a function of its behaviour (including its public
relations performance), and partly a function of the behaviour of those sections
of the public that take an interest in it or have some involvement in it.
(Bromley, 1993: 162)
a well-established reputation implies trust amongst various interest groups.
(Bromley, 1993)
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So why are we interested in these concepts when studying the management
of marketing communication?