Corporate Image

  • Peter F. Hutton


Every company has a corporate image, whether it recognises it or not. It is the result of the interaction of a large number of factors, some of which the company can control, most of which it can only seek to influence. This image can be thought of as existing at four levels — socio-political and cultural, industry, company and product or brand-image level. Survey research is used to measure this image at each level among a variety of publics of importance. It is used to identify priorities for corporate communications, monitor change and evaluate the success of corporate communications programmes.


Survey Research Brand Image Corporate Image Advertising Campaign Manager Figure 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Further Reading

  1. David Bernstein, Company Image & Reality (Holt, Rinehart & Winston, 1984).Google Scholar
  2. Ute Bradley, Applied Marketing and Social Research (as above, op. cit.).Google Scholar
  3. Thomas F. Garbett, Corporate Advertising (McGraw-Hill, 1981).Google Scholar
  4. Institute of Practitioners in Advertising ‘Corporate Advertising — A Selection of Articles and a Bibliography of Recent Developments’ (Mar 1983).Google Scholar
  5. Stewart Lewis and Robert M. Worcester, ‘Evaluating the Corporate Image Campaign’, OYEZ/IBC Conference (June 1981).Google Scholar
  6. Ian McIntyre, ‘Strategic Decision Research: Its Communications and Use in ICI’, ESOMAR Congress (Sep 1979).Google Scholar
  7. Wally Olins, The Corporate Personality (Design Council, 1978).Google Scholar
  8. Robert M. Worcester, ‘The Role of Research in Evaluating Public Relations Programmes’, IPRA Review, Nov 1983.Google Scholar
  9. Robert M. Worcester and Timothy R. Burns, ‘Problem Areas — VIP Audiences’, CAM Seminar (25 Nov 1982)Google Scholar
  10. Robert M. Worcester and John Downham, (as above, op. cit.).Google Scholar

Copyright information

© Peter F. Hutton 1988

Authors and Affiliations

  • Peter F. Hutton
    • 1
  1. 1.Market & Opinion Research International Ltd (MORI)UK

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