Qualitative and quantitative research that asks:

- Current perception of the company, describe, why? Any stories that exemplify?

- What makes it different and better than its competitors?

- Who do you consider its competitors?

- Strengths?

- Weaknesses?

- If the brand were a (e.g., person, car, hotel chain) what would it be like and why?

- What would your associates say about this company?

- What could the company do to earn more of your business?

It's important to do qualitative and quantitative research on these topics since the qualitative research will yield greater depth of information and more insights that can then be verified by the quantitative research.

I recommend the book Designing Brand identity by Alina Wheeler http://www.amazon.com/Designing-Brand-Identity-Essential-Branding/dp/0470401427. It covers the design as well as the strategy behind the creation of brands. But the image has to do more with what it creates and stands for rather than how it looks of course.

The value of corporate image is now measured in the value of a brand, as it is the brand that represents the entire corporate structure: its communication, its relationship with stakeholders.

Interbrand is recognized as the pioneer in the evaluation system of brand value. I leave the link, I think I bring a lot to work.

http://www.interbrand.com/es/best-global-brands/best-global-brands-methodology/Overview.aspx

regards,

Corporate reputation can be measured through what the company says about itself, what its employees say, and what the public says. If there is agreement, corporate image is coherent. After that look at Tom Smith´s post bellow.

Hi, Ihor Yaskal. Check this book: Corporate Communication 5th edition, from Paul A Argenti ISBN: 0071276157

It helps to develop skills for desinging creatives strategies to corporate image.

Maitance of quality,periodical survey of consumer ideas/feed back ect will help you to evaluvate corporate image. You can refer research papers on this topic

A few suggestions:

Fombrun, Charles J, and Violina P Rindova. 2002. The road to transparency: Reputation management at Royal Dutch/Shell. In The Expressive Organisation Linking Identity Reputation and the Corporate Brand, ed. Majken Schultz and Mary Jo Hatch, 77-96. Oxford University Press.

Bartley, Tim, and Curtis Child. 2007. Shaming the Corporation: Reputation, Globalization and the Dynamics of Anti-Corporate Movements. Conference Paper Presented at American Sociological Association.

Zalik, Anna. 2004. “The Niger Delta: ‘Petro Violence’ and ‘Partnership Development’.” Review of African Political Economy 31 (101): 401-424.

One can employ brand awareness surveys and consult market share data. An easy thing to do with a larger firm is a news search in Google or Bing to find stories about the company, which can be analyzed for positive and negative mentions. Philip Kotler, in Marketing 3.0, does an excellent job with his co-authors of discussing brand image as one of the three essential elements for successful contemporary marketing. Collectively, they are the "3 I's": Brand Image, Brand Identity, and Brand Integrity. Together they constitute the platform for values-based marketing.

Gary Davies from Manchester Business School is doing a lot of research on Corporate Reputation, take a look at his publications at http://www.mbs.ac.uk/research/people/profiles/gdavies

I'd recommend the work of these two Profs at Brunel, where I studied my doctorate:

John Balmer

http://www.brunel.ac.uk/bbs/people/academic-and-research-staff/full-time-faculty/john-balmer

TC Melewar

http://www.brunel.ac.uk/bbs/people/academic-and-research-staff/full-time-faculty/t-c-melewar

Personally, I favour an Expert Delphi Technique, using Socratic questioning - asking experts to arrive at a consensus as to: how they do it; what works; what would they change? It's an iterative and anonymized process, which can blend qual. and quant. data.

Corporate image could be measured based on the attainment of its objectives, stakeholders satisfaction on the service provided by the concerned organization, employees satisfactions, innovation and new areas explored; and the service quality. Indicators could be different based on the types of organization. For example, for a financial institution, vision, profitability, dividend paid to the shareholders, deposit growth, credit growth, NPA level, customer service, customer satisfaction, asset quality could be some measuring indicators for the corporate image. Media plays an important role in enhancing/damaging the corporate image. Maintaining transparency and public relations are vital for enhancing the corporate image.

Hi .. I suggest you to read Gronroos model which will explain you the important determinants of an organizations' image.

Hi, I recently published a paper on corporate branding, or the interrelations between reputation, identity and construed image among other elements.

De Roeck, K., Maon, F., & Lejeune, C. (2013). Taking Up the Challenge of Corporate Branding: An Integrative Framework. European Management Review, 10(3), 137-151. doi: 10.1111/emre.12010

We argue as suggested by Binod, that we can measure its effectiveness through the impact it has on stakeholders, and how more particularly it can reinforce their organizational identification. In the case of reputation it would be a measure essentially through customer's organizational identification, although other external stakeholders remain pertinent too for reputation building.

As suggested earlier, the work of Fombrun:

e.g., Fombrun, C., & Shanley, M. (1990). What's in a Name? Reputation Building and Corporate Strategy. Academy of Management Journal, 33(2), 233.

and the work of Balmer should be hightly relevant too for your paper.

Image building needs multiple factors from quality service to good working environment , profitability n sound governance practices . Image is the perception and marketing adds value in developing perception of stakeholders and the general public. Products provided are important. A separate instrument must be used to build image depending upon the nature of the organization.

Dear Lhor

I am sending abstract of one paper that my help you:

Evaluating corporate imaging and reputation using fuzzy MCDM approach in airline market.

James J.H.Liou and Mai-Ling Shuang Quality and Quantity,, october 2010, volume 44, issue 6

Regards

See some of the articles I already published regarding image of retailer, image perception ...

https://www.researchgate.net/profile/Dan-Cristian_Dabija/contributions/?ev=prf_act

Hi, I recently wrote a systematic review on corporate brand alignment, which basically call for the coherency between corporate brand elements (one of them is the image). The article discusses all the approaches on corporate branding (including other elements, such as the image), highlights all the authors that also consider the image and reports all the methodologies used to analyse or measure these relevant concepts (with no time restrictions). I hope you will enjoy it! http://www.emeraldinsight.com/doi/abs/10.1108/JPBM-05-2014-0617

All the best,

Michela Mingione

I have same question but i want to use secondary data for further analyzing