ABSTRACT
Every organisation carries out thousands of transactions every day: it buys, it sells, it hires and fires, it makes, it paints, it cleans, it promotes through advertising and other publicity - and so on. In all these transactions, the organisation will in some way be presenting itself - or part of itself - to the various groups of people with whom it deals. The totality of the way the organisation presents itself can be called its identity. What different audiences perceive is often called its image.
