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Mannov Image Lab

Mannov Research & Analysis

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What factors impact corporate image?

Here are ten simple guidelines

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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.

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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.

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A DECREASE IN IMAGE

HAPPENS TWICE AS FAST

AS CORRESPONDING

INCREASES. Thus, we have just proven that image gravity exists!

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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.

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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?

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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.

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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.

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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.

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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.

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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.