An organisation carries out thousands of operations, it buys, it sells, it hires and fires employees and it promotes its products/services using promotional tools. All these operations of the organisation relate wholly or partially to various publics. No organisation can work in isolation. Companies are dependent on reactions and actions of its customers and consumers. People react and respond towards any organisation according to the way the company is perceived in the market. Image and identity of the company are related to each other. The sum total of the way an organisation represents itself is called identity. The way different publics perceives an organisation is often known as image. Marketing wars are not won and lost in shopping malls, but are won and lost in the minds and hearts of the people. Style of functioning of a company can be called as mark of identity of a company. Whereas, the kinds of actions and reactions in the minds of people is mark of image. Identity is r
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