Business development is a very interesting factor, influenced by several factors that are very important to keep in mind when addressing issues and relating to people in the middle.
Definition of the image concept:
It is a set of beliefs and associations that different audiences perceive in relation to direct or indirect communicative events that are related either to a person, product, service, company or institution.
An image remains alive and active only if it is stimulated, remembered and communicated, monitoring its evolution and development through permanent research.
Components of the Image:
Every image is generated from three components: the physical, the conceptual and the evaluative. This leads to defining a physical and a conceptual image that, acting together, generates a personal, product, brand, company or institutional image.
Physical Component: it is the first thing that is perceived. Also called a formal image. It has to do with aesthetics, product packaging, color. The most important thing is to have elements that guarantee a correct choice of the image of the organization or people.
Conceptual Component: it is what the company wants to transmit above all the tangible that is perceived by the consumer and that defines the purchase of the product.
Value Component: it is the result of the articulation between the Physical Component and the Conceptual Component.
Image classification:
Personal Image: it is the one that is articulated on people. This type of image must be previously elaborated and defined to implement appropriate strategic actions to achieve said image.
Product Image: are the beliefs and associations that one has of a generic product. These products have their own and perfectly defined image of what certain brands may have.
Brand Image: the image of a given brand is articulated by the public, whether or not it is a consumer. In this case, the image must be defined before the product launch and then articulated with strategic actions that correspond to a structured plan.
Institutional Image: it is the image that the company as an entity articulates in people. It includes and exceeds the previous ones, since only an action or omission of any organization contributes to the formation of a good or bad image of the institution.
Formation of an image:
Ideal Image: is the one that the organization thinks about before it reaches the public.
It is planned through advertisements.
Projected Image: is one that is emitted through strategies already installed in the community.
Real Image: is what the public perceives that is really related to the product.
When the real image is closer to the ideal image, it is when the work of the Public Relations Officer has been best carried out and the objective has been achieved.
