With an organization construed image is the mental associations that organization members believe others outside the organization hold about the organization, and reputation is the mental associations about the organization actually held by others outside the organization.
Image and reputation are a pair of interrelated constructs, i.e. image is what is projected to others, while reputation is the feedback received from others.
When dealing with stakeholders, it’s what does the organization believes others think about it against what the stakeholders actually think about the organization.
CJ 374 
What can an organization do to maintain its image, let alone change it if they want to?