3 KudoZ points awarded for this answer. Comment: "Thanks much for all of your ansers. Interestingly, in English PR contexts _image transfer_ has an unethical connotation, which doesn't apply to my German text: >>Ethics play an important role in public relations. PRSA’s Code of Professional Standards for the Practice of Public Relations pledges that PRSA members will conduct themselves "professionally, with truth, accuracy, fairness, and responsibility to the public." Some unethical practices include: lowballing (downplaying expectations to allay impressions of failure) spin (one-sided use of facts or data by "spin doctors" to create a desired impression) hype (distorting the facts by the use of hyperbole or magnification) minimizing (understating the extent of a product or policy’s weaknesses or failure) overgeneralization (drawing sweeping conclusions based on one isolated example) categorization (portraying people, events or products inaccurately) labeling (attaching a description like "winner" to a client or program, with little evidence) image transfer (gaining credibility or recognition through positive association) lies and coverups (shifting blame, denying responsibility, not telling the truth) http://www2.truman.edu/~gjones/comm353/jh_ch1.html In my context _Imagetransfer_ could have one of two meanings: (1) projection of the corporate image (supported by the sponsored activity) ; (2) (Positive) association of the image of the sponsored activity (with the image of the sponosoring company); so several of your ansers are at least partially right. On the Web, "image transfer" in the German (positive) sense occurs in translated text with an ultimate German source, e.g.: http://illbruck-pinta.com/e/partner/nutzen.html "