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The image may be just what it is - favorable or not. The image can not be "invented" or "polished", although it could be changed.It is different from the "current image", which outsiders have for the organization.
If due to poor organization, poor quality products or services, was formed a negative opinion in society, it can be changed for better only if it "deserved" a better organization, more qualitative products and services.
Can not be claimed that one thing is good, if it's not, because the fraud will be revealed soon or later.
There are several types of image that are considered when planning PR campaigns:
- "Mirror Image" is one that the leadership of an organization has for the organization.
"Multiple image" is the sum of personal perceptions of the company of its various employees.
"Corporate image" is that of the organization as a whole based on its reputation, actions and behavior in society.
"The image of the product" is one based on quality, functionality, commercial advantages and uniqueness of the product.
The image can be changed when changing the policy or activities of an organization. It can evolve, as the society and people learn more and more about his subject.
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