Corporate Image Theory

Kotler explained that "corporate image is the consumer's response to the total offering and is defined as a sum the belief, ideas, and impressions That a public has an organization."

This means that corporate image is the consumer response to the overall offering provided the company and is defined as the number of beliefs, ideas, and the impression people in an organization.

While Nguyen and Leblanc revealed that the company's image as:

"Corporate image is described as overall impression made on the Minds of the public about organization. It is related to business name, architecture, variety of products / services, tradition, ideology, and to the impression of quality communicated by each employee interacting with the organization's clients ".

Meaning that corporate image is an overall impression that is formed minds about the company public. Where the image associated with your business name, architecture, variety of products, traditions, ideology and the impression on the quality of communications made by any employee who interacts with the client organization.

Dowling stated that, "corporate image is a set of beliefs and feeling about an Organizations'. Can be interpreted that the company's image is a set of beliefs and feelings about an organization.

The image can be said to be the public perception of the experience, beliefs, feelings, and knowledge society itself against the company, so that aspect of the company-owned facilities, and services delivered to consumers may affect employee perceptions of consumers towards the image.

Thus the image is one of the most important asset of a company or organization that should be built and maintained continuously. A good image is a powerful device, not only to attract consumers in choosing a product or company, but also can improve the attitude and customer satisfaction to the company.

Corporate image can not be engineered, meaning that the image does not come by itself but rather shaped by society, of communication and openness in the company's efforts to build a positive image that is expected. Efforts to build an image can not be done randomly at certain times only, but is a long process. Because the image is all perception of objects formed by consumers by way of processing information from various sources all the time.