Image & Relationships

The image projected by a business, and its relationships with customers, suppliers and partners, strongly influence its success. A business which has a positive image with which people feel good to be associated, and with solid relationships, is likely to be more successful than one which lacks these attributes.

Many factors contribute to the strength of a business’ image and the value of its relationships, including its corporate culture and the quality and commitment of staff.

Despite the intangible and fragile nature of the image and relationships maintained by a business, these are valuable intellectual assets which should be managed proactively in order to maximise the creation of value.

Some of the more-readily identifiable, documentable and manageable factors which contribute to the image of a business, and its relationships are branding, reputation and networks.


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