Corporate Image

Corporate Image

Der Begriff corporate image (CIg) bezeichnet das Fremdbild von einem Unternehmen oder einer Organisation, gehört jedoch nicht - auch wenn oft dazugezählt - zum Konzept der Corporate Identity.

Wenn Corporate Identity das Selbstverständnis des Unternehmens ist, das sich durch die Elemente Corporate Behavior, Corporate Communications und Corporate Design darstellt, dann ist Corporate Image das Bild und die Vorstellung vom Unternehmen, das durch den Einsatz der Instrumente der Corporate Identity im Bewusstsein der Menschen aufgebaut und geformt wird. Es definiert das »Gesicht« des Unternehmens nach innen (Mitarbeiter) und nach außen (Öffentlichkeit/Kunden). Corporate Image in Verbindung mit Corporate Identity ist eine Strategie, die nicht zu verwechseln ist mit dem tatsächlichen Image eines Unternehmens.


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