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
'Eindruck' and 'Außenwirkung' both have to do with the effect something has on other people. 'Eindruck' is very general and can arise in one individual person. It can be personal, spontaneous, or just a feeling. 'Außenwirkung' is used more when talking about the effect something has outwardly, that is, on the public, customers, other groups, or a wider environment. The words can be confused because both describe how something comes across. If it is about your personal perception, 'Eindruck' fits. If it is about the image projected outward, 'Außenwirkung' sounds more natural.
Die Firma achtet bei der neuen Werbung sehr auf ihre Außenwirkung.
The company is paying close attention to its public image in the new advertising.
Beim Termin bekam ich den Eindruck, dass alles gut vorbereitet war.
At the appointment, I got the impression that everything was well prepared.