This document outlines 10 guidelines for factors that impact corporate image: 1. Corporate image is generally stable year-to-year, with a 92% chance of remaining the same. Decreases or increases in image are also stable over the long term. 2. Image decreases happen twice as fast as corresponding increases, demonstrating the existence of "image gravity." 3. Image stability and public knowledge of a business are proportional - low public knowledge makes a business more vulnerable to image decreases from crises.

1. Mannov Image Lab
Mannov Research & Analysis
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2. What factors impact corporate image?
Here are ten simple guidelines
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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.
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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.
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5. 3 A DECREASE IN IMAGE
HAPPENS TWICE AS FAST
AS CORRESPONDING
INCREASES.
Thus, we have just proven that image gravity exists!
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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.
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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?
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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.
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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.
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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.
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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.
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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.
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