Mannov Image Lab Mannov Research & Analysis
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Mannov Image Lab Mannov Research & Analysis



Which parameters are controlling the corporate image

Which parameters are controlling the corporate image



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Mannov Image Lab Mannov Research & Analysis Presentation Transcript

  • 1. Mannov Image Lab Mannov Research & Analysis 1
  • 2. What factors impact corporate image?Here are ten simple guidelines 2
  • 3. 1 CORPORATE IMAGE IS STABLE. CHANGE HAPPENS OVER TIME Surveys have shown that there is a 92 % chance that your image will be the same next year as it was this year. 3
  • 4. 2 DECREASES AND INCREASES IN IMAGE ARE ALSO STABLE. If your image has decreased, the decrease will most likely be long term. The same applies for increases. 4
  • 5. 3 A DECREASE IN IMAGE HAPPENS TWICE AS FAST AS CORRESPONDING INCREASES. Thus, we have just proven that image gravity exists! 5
  • 6. 4 IMAGE STABILITY AND PUBLIC KNOWLEDGE ARE PROPORTIONAL. If public knowledge is low about your business, you are more vulnerable to image decreases as a product of crises and unexpected situations. The proverb ”no news is good news” does not apply in a modern business context. 6
  • 7. 5 ONLY A FEW SIGNIFICANT FACTORS AFFECT OVERALL IMAGE.THESE FACTORS ARE CALLED IMAGE DRIVERS. Think of image drivers as pearls on a string. If you remove one, the others will follow. The same applies in the opposite direction. Do you know the drivers for the image of your business? 7
  • 8. 6 IMAGE STRENGTH AND VULNERABILITY GO HAND IN HAND If your core image assets are challenged, it removes the foundation on which the image of your business stands and the whole building may fall. The crisis response of the business should be able to prevent this from happening. 8
  • 9. 7 THE SINGLE MOST IMPORTANT IMAGE FACTOR IN BUSINESS IS MANAGEMENT But if a business leader becomes more important for the image of the business than the business itself, then it will result in a serious decrease in image when the business leader leaves. The leader should lead the way but only be one small step ahead. 9
  • 10. 8 SOME BUSINESSES HAVE BETTER PREREQUISITES FOR IMAGEBUILDING. The bulletproof recipe for a good image is: Fund ownership, international success and a small home market, The bulletproof recipe for poor image: Public ownership and public service commitment. Be realistic in your expectations. 10
  • 11. 9 ECONOMIC RESULTS AND SKILLED MANAGEMENT ARE REQUIREMENTS OF A GREAT IMAGE. Expect a significant decrease in image if the business performs poorly and management is replaced. 11
  • 12. 10 WATCH OUT FOR THE CRISIS WITHIN THE CRISIS! Today, most business leaders are communication experts. They assess each other on both the professional handling of management and communication challenges and on the ability to create results. 12