Impact of Image Consultancy on Companies - The Corporate Image

Abstract

Nowadays, Image Consultancy (IC) is playing an increasingly important role in business communication, directly impacting on corporate image and the success of companies. This article proposes a critical reflection on the importance of image consultancy in the business context, exploring its benefits, challenges and ethical implications. The various aspects of corporate image are addressed, from brand building to visual communication and employee behaviour. The critical analysis highlights the need for a holistic and strategic approach to image consultancy, considering the company's cultural, social and marketing context.