Corporate Image of an Academic Institution in the Philippines as Input to a Proposed Image Management Plan

This study explored on the characteristics of the corporate image being reflected from the quality education, institutional performance and level of attractiveness of an Academic Institution in the Philippines based on the experiences of the people within the organization. Descriptive type of research was utilized in the study. Results revealed that the respondents believed on the high performance in the board examinations of the University under study with high reputation in general. The group of alumni has significantly lower perception on the corporate image of the institution but they still have high level of trust on the way the University demonstrates certain level of performance in making things remarkable. The proposed image management plan may be implemented and evaluated to test its effectiveness on how the strategies can improve the performance towards the achievement of the mission and vision of the University.

Keywords: corporate image, quality education, institutional performance, attractiveness