Lexically, image building is “to improve the brand image or public image of something or someone through good public relations, publicity, etc.” In practice, the projection or construction of images is the presentation of someone/something to people in a particular way, especially one that gives a real and good impression to viewers. A projection is required to make an effective appearance a reality. Consequently, the construction of the image shapes the public’s perceptions of someone/something. The correct projection or the defined perception of the employer, the institution, the personnel and the products/services is the cornerstone of an effective marketing/brand/promotion struggle. It is now a global business standard to designate certain individuals for leadership, institution, workforce, and product/service screening based on psychology and aesthetics. In this sense, the projection or construction of an image has become an unavoidable aspect of today’s companies, both SMEs and LSE.
An effective business projection has three dimensions: leadership dimension, institutional dimension and product or service dimension. At the leadership level, the ultimate goal of an image-building struggle is to represent a defined leadership style. An effective leader is missionary toward business goals/threats, visionary toward business end effects, dynamic toward multiple business processes/opportunities, and supportive of all stakeholders/followers. At the institutional level, the final reason for projection is to manifest a certain organizational behavior or to achieve good will. academically, “A company’s image is made up of an infinite variety of facts, events, personal stories, advertising, and objectives that work together to impress the public.” In general, organizational behavior is a unique combination of competition, cooperation and innovation approach of all stakeholders towards the business environment / related people. The adequate business projection makes institutional strengths effective and institutional weaknesses irrelevant. At the product/service level, a projection gives a brand name to a product or service, as a result, the business achieves Brand Equity. An effective projection process promotes simultaneously the quality of the products/services, the institutional effectiveness and the productivity/efficacy of the people. He embraces multiple marketing techniques, launches multiple ad campaigns, and initiates multiple networking events. The best situation is to design marketing, advertising, and networking in such a way that they reinforce each other for effective outreach of the product/service, leadership, workforce, and institution.
The leader starts a business and shapes a business culture defined through multiple organizational development strategies, so the leader is a unique image of an institution. Furthermore, he/she is an iconic representation of the senior management of an established organization and provides lasting identification to all business stakeholders. An effective-looking strategic/tactical approach is most important to a leader, so an image-building campaign makes an accurate projection of the leadership profile. The slightest erroneous leadership projection would be detrimental to institutional growth and development. A veteran media cell is unavoidable for accurate projection of top leadership in large organizations. A wrong image can consume precious time to fix wrong messages due to the ugly projection of senior leadership.
A promotional campaign is a fundamental aspect for the correct projection of someone/something. Promotion is a communication activity based on some monetary incentives in order to increase or capture the market share of the product or service. The very purpose of a promotion is to attract new customers or engage old ones. Furthermore, promotion is also an element of the marketing mix. There are seven elements of any marketing mix, that is, price, product, promotion, square, people, processY positioning. Marketing elements have both physical and conceptual dimensions. The combined effect of seven elements is necessary for any successful marketing effort, including the correct projection of someone/something.