FEATURES OF THE FORMATION OF THE COMPANY'S IMAGE IN THE PROCESS OF STRENGTHENING COMPETITIVE POSITIONS

Abstract

In this article, the conceptual apparatus of the "Company Image" is considered, the versatility of aspects of this concept has been determined. The authors dealing with this topic as part of their research were studied. The fundamental difference between image and image is considered, as well as the variety of approaches and the types of image that follow from them. The tasks that companies face in developing their image and the main difficulties that arise in the process of creating a positive perception of the company by consumers and employees and, accordingly, ways to solve them are also considered in detail.