出版社：University of Bucharest and Nicolae Titulescu University
摘要：Public image is the representation or the idea that the public envisages as to aninstitution/organization and that special literature coins as: institutional image, enterprise image,prestige publicity, brand image, product image, institutional communication – all of these phrasesrepresenting multiple ”facets” of the public image whose unique goal is to create a positiverepresentation of an institution. These facets – which are essentially different – often overlap.Thus, in this paper, we intend to distinguish between the multiple facets that the public imageimplies and, in order to do this, we firstly refer to the definition, characteristics and structure ofthe public image, so that we separately analyse its forms of manifestation and reveal the specificdifference of the institutional image – which in its pure form aims at creating in theconsumer’s/citizen’s mind an identity and a clear organizational representation, which isparticularly different from commercial mark images. In the conclusion section to our paper, weindicate the steps that have to be followed in order to create a positive image for an organization.
