Formation of the company image

DOI: 10.31673/2415-8089.2020.023135

Abstract

The article examines the theoretical foundations of the company's image, clarifies the meaning and essence of the concept of «image». The main stages of image creation are identified. The generalization of methodical developments of an estimation and formation of image of the enterprise is carried out. It was found that a positive image increases the specificity and uniqueness of the company's products and services, reduces the sensitivity to price changes, providing a competitive advantage of the enterprise. Development of the updated strategy of formation of image of the company will allow to formulate offers of a complex of actions of formation of excellent image of the company.

Key words: company image, positive image, stages of image formation, social responsibility.

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