IMAGE (P.5,7,4,11,12)

IMAGE

This is the reflection of what people perceive regarding the character of an individual or corporate entity. It is therefore the totality of what people picture and image concerning what an individual or organization is or is not. Image is a very crucial element alongside other variables for the determination of how successful an individual or corporate entity can be. A variety of ingredients goes into the determination of corporate image, individual image or product image.

Those ingredients include;

1.      Product portfolio

2.      Quality and quantity of products and services

3.      Asset base

4.      Liquidity

5.      Visibility

6.      Branch network

7.      Credit policy

8.      Quantity of management

9.      Staff strength

10.  Condition of service

11.  Location

12.  Customers profile

13.  Profit level

14.  Technological strength

15.  Achievements

16.  Technical partnership

17.  Price of product and services

18.  Channel of distribution

19.  Extent of social responsibility

20.  Safety conditions and records.

Types of Image

1.      Mirror image

2.      Wishing image

3.      Current image

4.      Multiple image

5.      Product image

6.      Positive image

7.      Negative image

8.      Corporate image

Mirror Image: this is an indication of what you think people believe about you and how they see you. Your assessment may be right or wrong depending on your level of objectivity.

Current Image: this indicates the evidence on grounds regarding how your publics perceive you. It is not imaginary but real. You can discover it if you are;

§  Objective

§  Unbiased and

§  Scientific in your image research

Positive and Negative Image: image is positive when it is favorable and negative when it is otherwise. One can get positive image when image determining ingredients are in the form that your public consider good and deserving of appreciation and respect.

Wish Image: reflects the perception you desire your public to have about you. It is therefore a statement of intention and a projection of your objectives. It can therefore be described as an ideal image you pray for yourself which you have to make efforts to realize.

Multiple Image: this is obtained when the same entity is perceived differently in different situations. This should not be encouraged; meaning that all factors that account for its existence should be removed. E.g. INEC is seen to have multiple image and even most churches.

This is as a result of;

1.      Policy inconsistency

2.      Lack of proper training

3.      Lack of proper orientation.

Corporate Image: is that kind of image that pertains to the entire organization (as an entity): how people see it.

Product Image: on the other hand refers to what people perceive regarding the characteristic of an individual product. Such characteristics are:

1.      Packaging

2.      Quality

3.      Certification

4.      Visibility

5.      Promotion

6.      Advertisement