This literature review explores institutional image in higher education, particularly in Africa and Ghana, emphasizing its influence on public perception and organizational reputation. It.. UNDERSTANDING INSTITUTIONAL IMAGE Dawn Geronimo Terkla and Marian F. Pagano An organization’s image is not a clear, concise concept but rather a set of an individ- ual’s perceptions about the institution. An educational institution has a multifaceted image that includes academic, social, political, and perhaps stylistic dimensions.
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In the business world today, institutional image is increasingly being linked with a institution’s success. A weak or strong institutional image can make a significant difference in terms of a institution’s sales volume and its stock price.. Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan.