Images and Strategic Corporate and Marketing Planning

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Abstract
This article reviews the concept of images in marketing. The marketing literature identifies two levels of images: brand images and corporate images. At the brand level, corporations address the extent to which each marketing instrument contributes to the brand image and the extent to which that image enhances desired economic behavior of markets. Corporate images include brand images, but they also consist of factors such as the quality of management, corporate leadership, and employee orientation. Corporations must harmonize their brand and corporate images. They also must bring their perceived self-images into harmony with those of all relevant publics. To harmonize these images, the planning of marketing and public relations should be integrated at the level of strategic management. Corporate leadership can detect the overlapping requirements of the market and society only by combining marketing and public relations under the common roof of strategic corporate planning and by making them equal instruments of management.

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