external image / public impact
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public image
The impression or effect that a person, organization, product, or action has on the public or on external groups.
Das neue Logo soll die Außenwirkung des Unternehmens modernisieren und verbessern.
The new logo is intended to modernize and improve the company's public image.
The word is made up of 'außen' (outside / external) and 'Wirkung' (effect / impact). So it literally describes the effect something has outwardly, that is, on others.
Die freundliche Begrüßung sorgte für eine gute Außenwirkung.
The friendly greeting created a good public image.
Common verbs used with 'Außenwirkung' (public image / external impact) are 'eine gute/schlechte Außenwirkung haben' (to have a good/bad public image), 'die Außenwirkung verbessern' (to improve one's public image), and 'auf die Außenwirkung achten' (to pay attention to one's public image).
Ein Politiker muss immer auf seine Außenwirkung achten.
A politician must always pay attention to his public image.
This word is used very often in professional contexts, especially in the fields of marketing, public relations (PR), and politics, to describe public perception.
Die Firma investierte viel Geld in ihre Außenwirkung, um neue Kunden zu gewinnen.
The company invested a lot of money in its public image in order to attract new customers.
impression
„Der Eindruck“ can refer to the effect on one individual perceiver. „Die Außenwirkung“, on the other hand, emphasizes how a person, organization, or thing affects the public or external groups as a whole. Use Eindruck for a personal perception and Außenwirkung for the effect something has on the outside world.
Die freundliche Beratung verbessert die Außenwirkung des Unternehmens.
The friendly advice improves the company's public image.
Die freundliche Beratung machte auf mich einen guten Eindruck.
The friendly advice made a good impression on me.
