The way a corporation is perceived by its current and prospective clients has a direct effect on how well a company manages to do in the market. While companies are not the sole shapers of their respective image, the way they present themselves in the marketplace usually has the most impact on how they are generally perceived. Although one of the most important duties of corporate managers is to ensure that their company is positively perceived by the public, it is even more important for them to make certain that there exists no incongruity between the overall corporate image and the types of products and services they offer to the market. PARS can help firms understand how they are being perceived as a corporate not only by its customers and stakeholders but also by market scholars, successful Iranian entrepreneurs, and the general public. PARS can also assist firms better establish their image as an innovative, dynamic, and customer centric firm by helping them gain a more comprehensive and multidimensional understanding of the factors that directly or indirectly affect their image and reputation.