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Survey Research for Managers pp 63–106Cite as

Corporate Image

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Summary

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.

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Further Reading

  • David Bernstein, Company Image & Reality (Holt, Rinehart & Winston, 1984).

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  • Ute Bradley, Applied Marketing and Social Research (as above, op. cit.).

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  • Thomas F. Garbett, Corporate Advertising (McGraw-Hill, 1981).

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  • Institute of Practitioners in Advertising ‘Corporate Advertising — A Selection of Articles and a Bibliography of Recent Developments’ (Mar 1983).

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  • Stewart Lewis and Robert M. Worcester, ‘Evaluating the Corporate Image Campaign’, OYEZ/IBC Conference (June 1981).

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  • Ian McIntyre, ‘Strategic Decision Research: Its Communications and Use in ICI’, ESOMAR Congress (Sep 1979).

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  • Wally Olins, The Corporate Personality (Design Council, 1978).

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  • Robert M. Worcester, ‘The Role of Research in Evaluating Public Relations Programmes’, IPRA Review, Nov 1983.

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  • Robert M. Worcester and Timothy R. Burns, ‘Problem Areas — VIP Audiences’, CAM Seminar (25 Nov 1982)

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  • Robert M. Worcester and John Downham, (as above, op. cit.).

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Author information

Authors and Affiliations

  1. Market & Opinion Research International Ltd (MORI), UK

    Peter F. Hutton (Director)

Authors
  1. Peter F. Hutton
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Copyright information

© 1990 Peter F. Hutton

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Cite this chapter

Hutton, P.F. (1990). Corporate Image. In: Survey Research for Managers. Palgrave, London. https://doi.org/10.1007/978-1-349-20698-8_4

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