Corporate image and reputation is an essential element in any business
organization. However, not many studies have been done on service-oriented
organizations, especially universities. For the university that seeks to improve
its reputation, creating desirable images and positioning of a university’s image
are important. This study obtained some interesting discoveries as well as
answering the research objectives. The results suggest that the respondents
had better perception of the university’s prestige than its reputation. A comparison
between the mean values across two groups that is the university’s internal
public and external public shows that the university’s internal public perceptions
on prestige, personality, and reputation were relatively high. Public perceptions
on each of the university’s image indicators were however moderate. This study
also posits that the university’s internal public perception of the university
image was significantly different from the external public. The university internal
public had a high or positive perception of the university image, whereas the
external public’s perception was only moderate. This study draws attention to
the need for improving the external public’s perception of the university. This
will remove the perception that university is just an ivory tower and doing
something that may not be relevant to the industries and society need.