Lexically, image building means “enhancing the brand image or public image of something or someone through good publicity, advertising, etc.” Practically, projection or image building is a presentation of someone/something to people in a particular way, particularly one that gives viewers a real and gives a good impression. Projection is required to make a reality appear effectively. Consequently, image formation shapes the public perception of someone/something. Proper projection or clear perception of entrepreneurs, institutions, employees and products/services is the cornerstone of an effective marketing/branding/promotional struggle. It is now business standard worldwide to appoint a few individuals for the psychologically sound and aesthetically oriented projection of leadership, institution, workforce and products/services. Accordingly, projection or image building has become an unavoidable aspect of today’s businesses, both SMEs and LEs.
Effective business prognosis has three dimensions – leadership, institutional, and product or service. At the leadership level, the ultimate purpose of an image building battle is to portray a particular leadership style. An effective leader is missionary about business goals/threats, visionary about ultimate business effects, dynamic about diverse business processes/opportunities, and supportive of all stakeholders/followers. At the institutional level, the ultimate motive of projection is to manifest a specific organizational behavior or to achieve goodwill. Scientific, “A company’s image is made up of an infinite variety of facts, events, personal stories, advertising, and goals that work together to make an impression on the public.” In general, organizational behavior is a unique combination of the competitive, collaborative, and innovative approach of all stakeholders to related business environments/people. Proper business forecasting makes institutional strengths effective and institutional weaknesses irrelevant. At the product/service level, a projection gives a product or service a brand name, giving the company brand equity. An effective projection process simultaneously promotes product/service quality, institutional efficiency, and people’s productivity/effectiveness. It employs multiple marketing techniques, launches various advertising campaigns, and initiates diverse networking events. The best situation is to design marketing, advertising and networking in a reinforcing way to achieve effective projection of product/service, leadership, workforce and institution.
Leader initiates a company and shapes a specific corporate culture through multiple organizational development strategies, so Leader is a unique image of an institution. In addition, he/she is an iconic representative of the top management of an established organization and gives all stakeholders of the company a lasting identification. A strategic/tactical approach of effective appearance is all the more important for a manager, so that an image-building campaign projects the leadership profile precisely. The slightest misconception about leadership would be detrimental to institutional growth and development. An experienced media cell is inevitable for an accurate projection of top leadership in large organizations. A false image can waste valuable time correcting false messages due to the ugly projection of top management.
An advertising campaign is an essential aspect of properly projecting someone/something. Advertising is a communication activity based on monetary incentives to increase or capture market share of the product or service. The real purpose of a promotion is to attract new customers or to attract old customers. In addition, advertising is also an element of the marketing mix. There are seven elements of any marketing mix, ie Price, product, financial support, place, persons, processand positioning. The marketing elements have physical and conceptual dimensions. The combined action of the seven elements is necessary for any successful marketing effort, including properly projecting someone/something.