ABSTRACT
This chapter discusses the corporate identity and brand, along with the impact on external factors and stakeholder interests. It defines the corporate image as the interface between identity/brand and external stakeholders as websites become the point of contact with consumers. Corporate identity and corporate image are still some of the core building blocks of an organizations strategy. The chapter reveals how an image creates an impression across a wide range of controlled and uncontrolled media, providing useful input to a business and its operations. Aesthetics has a direct relationship with corporate design in both its conventional media and website application, where the above aesthetic foci can be recognised in artefacts and graphic designs. The chapter examines how perception varies culturally and the relevance of aesthetics as an image differentiator. Finally, the chapter discusses the image impact on reputation and what it contributes to a business.
