Corporate Image, Brand and Reputation Concepts and Their Importance for Tourism Establishments

Abstract Concept of corporate image expresses the feelings, perceptions, and thoughts that first come to the minds of all the stakeholders of the enterprises and target audience when they hear the name of the enterprise. When the impact on all stakeholders is considered, the prospect for enterprises will also emerge. The brand is also an important concept that affects the perception of product specifications and quality and at the same time make the product recognized by the customer. The notion of reputation has become very important in today's world where the limits and protectionism no longer exist and the transparency of communication and openness are dominant. Individuals, families, corporations, international institutions, non-governmental organizations and even governments recognize the importance of the reputation concept and see how necessary it is to manage their reputation. Although the meanings are different from each other, the concepts of image, brand and reputation seem to be used instead of each other. In this study, these concepts are explained in detail by evaluating the relevant literature and their importance in terms of tourism enterprises is being investigated.