corporate image

noun
the impression of the policies, personnel, and operations of a corporation that is imparted to its employees and the public.
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World English Dictionary
corporate image or corporate identity
 
n
the way an organization is presented to or perceived by its members and the public
 
corporate identity or corporate identity
 
n

Collins English Dictionary - Complete & Unabridged 10th Edition
2009 © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
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Dictionary.com's 21st Century Lexicon
Main Entry:  corporate image
Part of Speech:  n
Definition:  the general way a corporation is perceived by customers, employees, industry, media, and the public
Example:  They created a new corporate image advertising campaign.
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Example sentences
In addition, this position will play a role in shaping the marketing of our
  corporate image.
Finally, there's the simple matter of corporate image.
If a clean corporate image boosted sales in the developed markets, it might be
  worth paying the price of finding a new factory.
Other firms prefer to hire workers right out of college, with the intention of
  molding them to their corporate image.
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