Create a company image

For any company, it is very important to create a distinctive image in the market. This is known as corporate image which distinguishes a company from its competitors and presents an image of it to the general public. It depicts the principles, beliefs and productivity of the company. This image is responsible for increasing product sales and generating brand value. Creating a corporate image is a tedious and time-consuming process that is carried out by qualified perception management experts. Basically, the creation involves marketing experts who used different types of promotion and public relations methods. Since this image is meant to attract customers, it should be very attractive. Besides marketing experts, critics also play an important role.

The company's name and its fishing line should reflect its belief like Walmart, which says it sells for less. The logo should also be designed accordingly. Like FedEx, there is an arrow built into its logo that depicts its fast and efficient service. Once the company has created the image, the next step is to advertise and distribute the products in the market. Just as if a company is making luxury products, it should hire big name advertising experts and the models to be featured in these ads should be superstars. Likewise, they should not distribute their products to every other store; Instead they should target more high-definition malls. From time to time, the advertising and branding budget should be reviewed to reduce cost and be compatible with technology. This also helps in revamping the company's image as per the rapidly changing consumer demands.

Newspaper, magazine and trade union testimonials can deteriorate a company's well-established image. The simplest disagreements can be exaggerated by the media and ruin the company's name. Disagreements arise due to the interference of organizations related to the environment, religion, crime, politics, education and charity. The government is another powerful and influential organization in its own right.

Once a company image is created, it must be maintained. It doesn't have to be here today and gone tomorrow. This image should be reflected in all brands and product lines of the company. Even if a product is not up to the quality, it will cause confusion among consumers and affect the company's sales. As it happened recently, there was a controversy surrounding a particular company's contact lens solution. It was supposed to infect users with a rare disease. Not only did this impact the sales revenue of that particular product, but it also made customers think and raise questions about the authenticity of other products of that particular company.

Another company's products had non-vegan ingredients in a vegan product. This led to a decrease in trust among customers. In such a case, the company should either advertise itself as a company that sells non-vegetarian food or invest in promoting the company as vegetarian by offering more vegetarian products. Thus the image of each individual product of the company compensates for the complete image of the company. Last but not least, the image must be very realistic, truly represent their values and must leave a personal touch on consumers.