Fadi, the corporate mental image is produced by the direct or indirect holistic experience (from experiences of other acquaintances) involving corporate actions, their leaders (or former leaders, if known), corporate identity, people representing the company in customer service, their main products or services, corporate social responsibility, their advertising and tools used to communicate the architecture of its retail outlets, its mobile units (where they exist) , etc. etc.
And the corporate image, is the minimum symbolic unity, by which consumers recognize the product or service, submitting to his experienced mental image.
The mental image is the result of a process of selection, interpretation and correction of sensations. The customer receives the phenomenon through a generic image, direct observation, as if it were real. While the perception of the brand is the result of the tilt of the customer towards the brand that gives the highest profit margin (value). What the customer perceives our brand and the mental construction you have in your brain, the customer establishes preferences considering the brand. The brands represent more than the product, represent a configuration of services, values and promises made by the seller.
The mental image that the customer receives is the result of the accumulation of messages and gives a more comprehensive view of the corporate image. The corporate image is the image of a new corporate culture that seeks no longer presented as a purely economic issue, but rather as an individual member of society.
Customer mental image is the picture that comes to the mind of the customer.
Brand perception is how customer perceives a brand of a product.
Corporate image is the image that all customers have in their mind about the company
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