Image
Also called: image, reputation or brand value
Image is the image that sticks to a product, person or organization. We often speak of reputation in a broad sense, i.e., the image of a particular brand among the general public. Companies and individuals depend on a good reputation for their success. Think of a reliable politician, a funny cabaret performer, a cheap supermarket or a luxury hotel chain.
Besides a positive image in itself, it is also important what expectations one wants to create. A clothing store may be known as pricey, but have a good reputation when every successful customer leaves the store whistling. Conversely, a supermarket that wants to radiate benefit will do little about the presentation and display of items. Co-determining the image is the corporate identity.
The best-known groups into which an image falls are: price, quality and service. The good name a company wants to create usually focuses on one or two of these categories.
A good reputation and positive reviews are far from always in your control. Circumstances can arise that have a major impact on reputation, even if they are force majeure. This can be something small, like a hair in the soup, or something big like a product that could cause danger during use. At least as critical to reputation in such a case is how individuals and organizations handle such an incident. If it is resolved in a decent way, it can still benefit the image.
