Introduction Within the past three decades, organizational theorists and researchers have been focusing on the issue of impression management (IM) and its role in business corporations. The outstanding objective behind the adoption and implementation of this concept is to influence the image of a specific company and meet the needs of both external and internal stakeholders. Brennan and Merkl-Davies (2013) define this concept as a conscious approach aimed at influencing the perceptions and ideas available to other people about a specific event, situation, company, or object. This means that firms can pursue it to deliver desirable messages and ideas to specific stakeholders who have the potential to influence performance and reshape future activities. A positive brand image becomes a powerful tool for tackling the problem of competition and taking companies to the next level (Highhouse, Brooks &Gregarus 2009). Osma and Guillamón-Saorín (2011) go further to reveal that the concept of IM continues to make it possible for any corporation to establish a positive reputation. At Etihad Etisalat, the implementation of powerful IM practices has made a significant difference; this initiative is capable of promoting or influencing reputation legitimacy (Corporate Information 2019). This is defined as the notion people form regarding the procedures and actions a given organization undertakes (Cen &Cai 2014). This paper uses the case of Etihad Etisalat Corporation to analyze this concept and examine how it has made it a competitive player in the Saudi Arabian telecommunication industry. Firstly, the paper provides a brief introduction to the company and the problem it faced. Secondly, it discusses who was affected by the problem and how the company used disclosure vehicles to communicate with its audiences. Finally, the paper presents the IM Strategies that were used by the company. Company background and the Issues it has faced Etihad Etisalat currently offers mobile telephony, fixed-line telephony, and Internet services in Saudi Arabia. Its products and offerings are usually identifiable under the brand Mobily ( Mobily: overview 2019). This organization has been in operation since the year 2004. It has its headquarters in Saudi Arabia and serves the entire country. In 2016, its total revenues amounted to around 6.7 billion SAR ( Mobily: overview 2019). Its website is www.mobiliy.com.sa, and it competes directly with Saudi Telecom. One of the outstanding facts about this company is that it publishes press releases, corporate social responsibility (CSR), and annual reports on its website ( Mobily: overview 2019). This practice has been essential for supporting the ideas or concepts of IM. This means that the company remains a leading competitor and provider of communication, 3G, and 4G Internet services in Saudi Arabia. However, Mobily has faced two problems, the first of which is strong competition from telecommunications companies, especially the Saudi Telecom Company, which is the oldest telecommunications company with the most profits in this sector. The second problem that the company has faced is a significant decrease in revenues in 2014 and 2015. Etihad Etisalat: Engagement in Impression Management Many profitable corporations identify