Reputation or image is defined as a picture of mind, which is a picture that is in someone's mind.
The image can turn bad or negative, if later turned out to be not supported by the ability or the actual situation.
Bill Canton said that the image is the impression, feeling, image of the public towards the company; an impression intentionally created from an object, person or organization.
According to Philip Henslowe, an image is an impression obtained from the level of knowledge and understanding of facts (about people, products or situations).
Then Rhenald Kasali also defines an image as an impression that arises because of an understanding of reality. The understanding itself arises because of the information.
Meanwhile, Frank Jefkins defines the image as an impression, image or impression that is right (in accordance with actual reality) regarding various policies, personnel, products, or services of an organization or company.
may be useful.