improving the brand image or public image of something or someone by good public relations, advertising, etc
Those who seek to bolster their popularity by image-building and the frenetic pursuitof 'public relations' must not neglect the solid ground on which their position depends.
The company's financial strength was dubious, but slick image-building, unscrupulousselling and arrogant management persuaded even sophisticated professionals to ignorethe warning signs.
It's just image-building.
b.
(as modifier)
an image-building exercise
She took another important step in her public image-building process by addressingan international conference on women's health issues.