Perception Management in Businesses: The Role of Strategic Communication in Building Corporate Image

This study examines how strategic communication contributes to the corporate image of companies that operate in the current business environment. In this study, using the Resource-Based View (RBV) of the firm as a theoretical framework, the research engages in thematic analysis of 21 peer-reviewed articles published between 2015 and 2025. The findings highlight several interconnected domains where strategic communication could influence corporate image: corporate social responsibility (CSR) initiatives, integrated communication strategies, identity and visual representation, internal communication and employee engagement, social media and digital influence, and authenticity in perception management. The findings also suggest that strategic communication functions as a vital intangible resource which helps in aligning organisational identity with stakeholder expectations and enhancing legitimacy. The study contributes to theory by framing communication as a strategic resource within the RBV, and by advancing understanding of corporate image formation as a dynamic, multidimensional process. Furthermore, the study shows that authenticity, coherence, and integration are essential for sustaining favourable perceptions of modern businesses.