PDSnet Glossary

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Definition

The way in which the public perceives a company. This can be very important to the company's marketing and to its share price. Companies with a bad corporate image usually have declining share prices. Companies are very concerned to maintain their reputation in the public domain and they devote a great of time effort and money to ensuring that the public has a good opinion of them. This can be seen by the efforts and costs that both Unilever and Clicks went to avert or minimise the racist slur raised against the advertising of the hair product Tresemme in September 2020. Sometimes allegations of unfair practice can badly damage a company's image. This was the case when Dischem was accused of price gouging on the sale of masks at the beginning of the COVID-19 pandemic in March/April of 2020.

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