New developments in ICM: Image configuration method

摘要

The purpose of this paper is to present the latest format of the Image Configuration Method, created to ensure through proper management, sustainability of organizational reputation as well of its brands and products image. ICM is a method to constantly monitor organization, brand and product image, which reflects on management and communication planning for each year. The method detects problems and opportunities for an organization’s image, helping to sustain and develop a good reputation. It has been theoretically developed and empirically tested since 1998, both in academic research and in management consulting.?Keywords: Image configuration, image management, image research, image configuration method (ICM).