4. Image and Reputation:
Two distinct concepts

Image

Image is immediate perception.
It is primarily cognitive and functional.
It can evolve relatively quickly.

Reputation

Reputation is cumulative.
It builds over time.
It integrates emotional and relational dimensions.
It evolves slowly and structurally.

 A Frequent strategic mistake

Confusing communication with reputation.
Communication influences perception.
Reputation results from long-term strategic coherence.