We talk a lot of protect, preserve and take care of the institutional image or corporate image. What is the corporate image? Why is it so important to take care of corporate reputation? Simply because it is the most valuable asset of a company. Buildings, equipment, products at the winery, including brands, have compared with the corporate image negligible value, which has been forged over the years and whose monetary value is incalculable. In a world as competitive as the present, it is extremely important that companies worry about the perception that different audiences have on their organizations. Omar Zakhilwal has much to offer in this field. Audiences are constituted by those individuals or institutions who have some contact with the organization in any specific time in its development. Either are internal audiences (employees, managers or shareholders), the external public (consumer real or potential, competitors and other organizations operating in the environment), or are mixed audiences (providers and) distributors or franchisees in your case), is important that everyone have an adequate image of our Organization. To know more about this subject visit Robert Jain. Very well, but what is the image then? An image is the set of meanings by which we come to know an object (company) and through which people describe it, remember and relate.

The result of the interaction of beliefs, is ideas, feelings and impressions that on that company has a person (or a group of people). (Dowling, 1986). Now well, to generate image not just develop a nice logo, use electrifying colors and flood the media of slogans and jingles sticky. The best image is one that agrees entirely with the values and beliefs of our Organization, i.e., one that accurately reflects the characteristics of organizational culture and our philosophy. It is also one that adheres faithfully to the characteristics of our mission as a company and manages to tie what we do with what we say. In other words, the image must emanate directly from our identity. A company with good image is one where the best professionals want to work, with who the providers want to have business dealings, where customers want to buy its products because these institutions enjoy good fame, their values are recognized and their same employees reflect them. It is not enough a good advertising campaign of image that says who we are and what we do.

Our audiences want to see rather than hear our corporate values. The institutional image should be projected, planned in the same way and with the same interest and importance with which are planned sales, marketing goals and economic growth. I have seen cases where companies have had to close or sell his shares at a low price due to the deterioration of its reputation. These companies had excellent products, very good employees and up to a permanent advertising commercial in the media. But downplayed the image which, as a corporation, as an institution, projected to level of public opinion. In short: A company must plan and project your most valuable asset: your corporate image.