The complex business environment such as global competition, advancement of technology and rapid change of market orientations have forced organisations to evaluate their corporate practices in order to survive. In this very challenging scenario, corporate reputation, identity and image play a vital role to maintain and sustain an organisation. Thus, every manager should not only being able to develop the image of the organisation, but most importantly to protract it. Through this course, student will be provided with advance conceptual understanding on organisations reputation, identity and image. In addition, strategic planning approaches on managing and maintaining the corporate image will be critically discussed.