Introduction
This research addresses the subject of Imaginology, which is a term used to define the creation, development and maintenance of the Public Image of a company or person.
The main topics that are handled is defining the concept of image, which is the visual appreciation or interpretation of stimuli on a thing, situation or person, which allows us to form a value judgment, which can be "acceptance" or "Of rejection". The theme of Public Image is also addressed, which being the origin of an image is considered a perception shared by a group of people (society or organization), which generates a consolidated response, the public image is divided into personal or individual image and corporate or organizational image.
The methodology for creating a public image that contains four stages is analyzed in the same way, which are:
- Research: Internal and external Design Production Evaluation
Finally, the foundations of public image engineering are established, a career that the Mexican specialist Víctor Gordoa has been promoting in our country.
Imaginology Concept
Imagology is a term that arises from another word (neologism), whose creation is attributed to the Czech writer Milan Kundera, although this author does not give a definition like the one known today, he does introduce the use of this term in the forties.
Imagology comes from the Latin word Imago (Image, figure) and logia (study). And it refers to the study and art of the tools and instruments necessary to develop and improve a quality public image. In Mexico the main speaker in Imagology is Víctor Gordoa.
Imaging is the study of the image, which with the use of a set of strategies based on knowledge of communication, psychology, marketing, public opinion, public relations, strategic planning and business management, among others, will have the ability to create, develop and / or maintain the desired public image, own or for the applicant. The importance of Imaging lies in the perception of the image by the human being, in this particular case, there are physical and psychological elements or factors that create behavioral stimuli to individuals in response to the events that are presented.
Therefore, now the imagology is not only linked to the literary as it was originally raised, but is accompanied by foundations for its development, even today there are degrees with this name, this due to the need that was visualized long ago to have coherence with the image and with the acts at the time of a presentation.
However, there cannot be an imbalance between appearance and essence since if there is, credibility in the person would be lost and the entire image created, developed or maintained would collapse; This is why if one cannot use all the strategies for imaging, one uses people who can do it, people who choose to study imaging are called imagologists.
Imaging specialists for the proper performance of their tasks and functions must have the following knowledge:
What is Image
Image is derived from the Latin word imago, and refers to physical or visual representation. Regarding the conceptualization of the image in organizational terms, the following can be established: (Figueroa Bermúdez, 1999)
In an organization, images or images are considered to be ideologies, perceptions and grouping of concepts that are part of the communication process directly or indirectly between the elements involved: (Individuals, Products and / or Goods, Services, Organizations, among others.) (Alva, 2009).
Within Víctor Gordoa's book, (“The power of the Public Image”) the image can be analyzed as an element that arises from an appreciation procedure that generates a criterion or perception in the people who receive the image, that criterion is a response to the image's eye contact. The answer or result is translated into a rejection or acceptance of the main originating factor of the image, based on four main premises:
- An image arises as a response or reaction that arises from a certain origin or ideas, it is practically the consequence of several events that are generally external to the sources of the image and whose result is internal.The image will allow the formation of an element or criterion in the person in question. which originates the idea, which is why your judgment or opinion will consider it as a real fact The criterion or value judgment is the impulse of the fact resulting from an action or fact that gives as options the acceptance or rejection of the Perception: In the case of the image or visual object, it is shared by a group of people, it becomes a collective image or visual object, resulting in what is known as a public image.
Public image
The public image can be defined as “ the perception or value judgment with the greatest effect on a group or collectivity that is established in relation to an individual, organization or cultural base that is related in visualizations and the feedback obtained.
Víctor Gordoa, the public image specialist, defines this term as a perception that is shared by several members of a group whose criteria are unified, and the image is considered as a representation or result of a situation or thing.
The public image serves three main elements:
- We all have an image, which is formed almost inevitably, since the people who receive our presence or become aware of our existence in a certain situation or moment, form a criterion or judgment about the perception we cause. The decisions and actions that we take or choose are based on our visual perception, the very popular saying "until we see, not believe" reminds us that if there is something that we cannot verify with our own eyes, it does not give us confidence at all. The brain responds to stimuli in a very short time, just by looking at an image for a matter of seconds our brain response is instantaneous and our criteria or value judgment is formed. Our decisions are often based on "hunches"If we have a certain personal or sentimental proximity or inclination for a certain fact or thing, it is almost certain that our decision will be based on the choice with greater emotional attachment. The image is not static, it evolves, it is wrapped in a constant dynamism, the stimuli and the requirements of the people involved evolve.Even though a public image is built, the essence of the people must remain intact, mainly to give it credibility and reality to the image and permanence, since otherwise the applied effort will be in vain, since that essence will give life to the public image that is being worked on.The image tends to be relative in relation to three important elements: the essence staff, the objective to be achieved, and the requirements of the people involved.The elaboration of an image is based on a methodological procedure that must respect a sequence of steps that must be previously established.The effectiveness of an image will be directly related to the congruence of the elements and stimuli involved, as well as the availability of The care of an image is essential, there must be planning and control in its handling since it is much easier to generate an image than to rebuild it if it is damaged or altered in a negative way.When the image is well managed and It is highly effective, the power to influence decisions on the viewers is greater. The image presented by the company's managers coordinate and channel the corporate image.Many times the image of the (corporate) organization influences that of those involved in the organization in a great way.
The public image is presented in two ways:
- Individual or personal form Group or organizational form
Individual or personal image
The individual or personal image refers to the representation of each person, this image can be modified according to the requirements or desires of relating to society and the rest of the environment. For which the physical aspect is fundamental, since the body influences the presentation; as well as the study since it influences the academic and professional level that one has; as well as the verbal image of the person since when speaking, it must be coherent with their physical appearance avoiding phrases or words that are frequently used when starting a conversation and convincing the people with whom a topic is being discussed and / or sharing information, and making use of communication aids such as visual and audiovisual images and many more supports. (Delgado Valdéz, 2007)
As a conclusion we can establish that a personal image is one of our greatest assets, by having an adequate image we obtain and provide greater security, and the idea is very widespread in society, and of course in companies that the first image is never forget, so it is very important to put emphasis and attention on it. Especially when the image is directly related to our activities and clients and / or staff are being treated. Examples of professions that need a mostly special care in the personal image (individual) are politicians (whose election is made basically as a result of the public image that they transmit to the voters).
Group or organizational image
Talking about group or organizational image refers to the identity or group that is presented to society, the environment and / or other surroundings, the organizational image entails a number of actions whose main purpose is to communicate and make the environment known with the In order to manifest this identity to obtain a positive public criticism thus giving an affirmative reputation. For this it is supported by the visual image that establishes the perception of the world towards the organization, the audiovisual image that are the resources that can be used to reach people and the environmental image that is presented at the time of having a conference or any presentation. of the organization, it influences the light with which the conference is given and the background music, etc.
Methodology for image formation (Gradilla, 2011)
The first stage in this methodology begins through an investigation, the aspect of the investigation is the following:
- Internal and external
investigation Internal investigation occurs when it is carried out between the members of the organization, and external is developed between different groups. Design
The image design is prepared based on the essence of the person, to form a better prepared and professional public image. Production
Within this stage, the aim is to achieve the coordination of efforts and stimuli in order to transmit a message unifying these elements. Evaluation
In the evaluation stage, the result of the production of efforts and stimuli is analyzed and the necessary corrective measures of the efforts that did not reach the expected response are carried out.
This public image methodology is known as the “Intima” system and has the four previous stages for its development.
Public Image Engineering
Public image engineering is responsible for the methods, tools and / or techniques of application towards the representation of a visual image which is sought to be perceived by the people who intervene (spectators), creating stimuli that form or modify their ideology and judgments value of what is being projected (image). In short, it is the application of tools that, through imaging, an image is projected towards society in general.
“As can be exemplified in the case of a monument, to form the monument with the characteristic of reputation, the purpose that the client seeks to obtain must be identified, in order to later analyze the space on which it is going to be built; In other words, do all the necessary and required research to recognize the perception of our client, choose the type of materials and the amount of pieces or elements necessary; that is, to outline the required tactics and techniques and the efforts that together will be able to overcome the barriers. " (Martínez, 2009)
According to what was expressed by the Mexican specialist in imaging Víctor Gordoa, the image is related to a great extent to the issuer (who is the person who is projecting the image), this projection will be easy to make it known, that is, transmit it, however, once transmitted, it will be difficult for it to be erased from the mind of the person who perceived that image. That is why the phrase "The first impression (image) is never forgotten" is very common.
Considering what was previously stated about the training, development, care, control and maintenance of the public image, the formation of aptitudes and skills is necessary so that the dynamism that is required is presented, of sensitivity and understanding so that when the receivers receive the image Through the senses, the necessary coherence and congruence is achieved and not falling into falsehood and loss of the fundamental essence of the image. This is where the importance of it lies, since it is easier to create a public image than to rebuild it, a clear and severe example of this case is presented in politicians (field of politics).
Proposed thesis topic
Implementation of Imagology within Grupo Súper Aldi SA de CV
objective
Create, develop and maintain the Public Image of Grupo Súper Aldi SA de CV, in order to stay in the minds of customers as a quality company.
conclusion
Imaging is part of the new trends in marketing in our country, and the main purpose pursued is to create an adequate and correct image of the organization or its representative before society and other organizations, or the creation of a good personal image for professionals, commonly politicians.
The creation, development and maintenance of a Public Image is the most important step to capture the attention of customers and in this way obtain their trust for our organization and thus achieve the sustainability and permanence of the company in the market. The image always exists, it is inevitable to form an image, that is why it is important to create the best possible image, both personal and corporate.
On the other hand, the personal image of collaborators in organizations speaks of the type of corporate image managed by the organization in which they work and of course individually, which are the essential elements to provide the trust and security of customers of our organization.
Bibliography
- Alva, J. (March 22, 2009). Autornet. Retrieved on October 19, 2011 Delgado Valdéz, JL (2007). Imaginology. How the public image is built. Retrieved on October 11, 2011, Figueroa Bermúdez, RA (1999). How to advertise: a practical theoretical approach. Mexico: Pearson Educación.Gradilla, C. (2011). Slideshare. Retrieved on March 19, 2012. Martínez, A. (2009). Infosol. Retrieved October 11, 2011.
