Much of Heskett's chapter on Identity focuses on the creation and significance of corporate identity, concluding with this explanation of the difference between two similar concepts, image and identity:
"Image is a projection of how a company would like to be understood by customers; identity is the reality of what a company delivers as experienced by customers. When the two are consonant, it is possible to speak of corporate integrity. If a gulf opens up between the two, however, no amount of money flung at visual redesigns will rebuild customers' confidence. Put another way, image is credible only when supported by a good product or service."
When thinking of companies with discordant images and identities, I immediately thought of the fast food industry, especially the industry creator and leader, McDonald's. The average experience of eating McDonald's is nothing like what their advertisements would have you believe. Plus it's no secret that fake food is used in fast food advertisements. Yet despite the huge disparity between their image and their identity, they are able to maintain huge profits, demonstrating that if you spend enough on advertising then you can spend a lot less on the food and your employees.
So while a mom-n-pop hamburger shop may have better food and service, McDonald's can out-advertise them any day of the week. It's a shame that such chain restaurants can thrive on overblown images. Yet I suppose that because fast food has become such a ubiquitous institution, for those looking for cheap, quick eats, healthier (and non-addictive) alternatives may be less obvious.
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