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Tags: marketing
Categories: Economics & Finance
Mental picture that springs up at the mention of a firm’s name. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. Similar to a firm’s reputation or goodwill, it is the public perception of the firm 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.
(Read more: http://www.businessdictionary.com/definition/corporate-image.html#ixzz2zbSutwQh)
Synonyms:
corporate identity
