ABSTRACT
The image of a company that is projected to the outside world must find consonance within the organization. People who work in the field of corporate imagery and identity are generally concerned with the idea of the company as either an organization or corporate entity, and how it is represented and communicated to its various audiences and stakeholders. While the brand images would not be connected with the parent, the parent would be connected to the brands. In 2019, British Petroleum launched a campaign in an effort to raise their profile as a good corporate citizen. It was their first such campaign since the Deepwater Horizon oil spill in 2010, and it highlighted their efforts to embrace clean energy. The terms corporate identity, corporate image, and corporate reputation are often used interchangeably, but there are important differences between them that a manager should understand because they inform strategy.
