Concept of Corporate Image Building

Abstract

Creating organizations’ images is very important to institutes and organizations because the organization’s images are important tools used in administrating and could affect credibility and acceptance of individuals both inside and outside organizations. This article presents basic concepts in creating organizations’ images of Kevin Lane Keller consisting of concepts and theories of images, creating organizations’ images, principles of orgainzations’ images, strategies used in creating organizations’ images, and campaigning in creating organizations’ images. In this article, the author used synthesis methods to synthesize the image components of academic scholars and researchers in both the internal and domestic country. The results showed that creating organizations’ images consisted of 7 compoents that could be ranked as 1) atmosphere and environment, 2) corporate social responsibility, 3) employees and staff, 4) executives, 5) tools and office equipment, 6) accomplishment and services, and 7) business administration