The document discusses the importance of image management for organizations. It defines corporate image as the perceived sum of an organization's objectives, plans, visual elements, verbal messages, and behaviors. Managing image is important to differentiate from competitors, build loyalty, and prosper in a changing global marketplace. The document outlines how Bharti Airtel, India's largest telecom company, has strategically managed its image over time through branding, positioning, segmentation, targeting, communication strategies, and corporate social responsibility initiatives.