Image and Identity in the Academic Field

In the marketing approach, the organization’s image has a complicate substance. From many managers’ point of view, the image is an important capital for their organizations, and a basic patrimonial element. From the marketers’ point of view, the image is an important factor for the process of creating and increasing the demand for products and services, or for the market share increasing process. In a strong correlation with consumers’ image, the products or services’ image are symbols of publics’ status and role, and a way to facilitate and hierarchize individual choices. The consumers’ decision process is based in a significant measure on image. In this paper, we attempt at presenting some general aspects concerning image and identity in the academic field and to mention some of the most important means to create and deliver the image to the organizations’ publics.