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Corporate image is defined as the perceived sum of the entire organization, its objectives and plans. It encompasses the company's products, services, management style, communications activities and actions around the world.

Many firms focus little attention on their corporate image until it has been severely damaged. Often, this recognition comes too late to remedy the situation.

Building a positive corporate image requires skillful long-term planning. Management cannot limit its focus to the next few weeks or months. Plans to ensure a positive corporate image should create an impression that will last for years.

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