Eatures of the process of formation and management of the corporate image of an enterprise (organization) as a factor of its development in conditions of change

Abstract

The article analyzes the features of the implementation of corporate image and its impact on the functioning of the enterprise. Creating an image covers all aspects of the organization’s work and requires proper management by all stakeholders. That is why organizations that understand the use and value of a quality corporate image consider it a matter of strategy, marketing and balance. It is the value that the organization gives it that determines the emphasis of management. It is noted that the authors understand corporate image as an important tool in the organization’s activities, because it forms an idea of it in the external environment, including customers, partners, employees and society as a whole.
In the context of the study, corporate image is proposed to be considered from four different approaches, namely "mirror", "current", and "multiple" image. Each of them reflects a certain interpretation of the corporate image, reputation or perception of the enterprise. They can be considered as an instant interpretation of the image of the enterprise at a particular moment by its various stakeholders.
It is noted that an important factor influencing the development of corporate image is corporate culture, because when considering the cultural aspects of corporate image, we note that all enterprises have a culture. Culture includes a set of common values, beliefs, attitudes, customs, norms, personalities and ethos that describe an enterprise or society. Culture can be considered as a unique way of conducting business by an enterprise. The analysis revealed a number of factors that directly or indirectly affect corporate image, in particular, group psychology at the enterprise, corporate boards, corporate leadership, corporate management skills, corporate self-awareness and national compliance, corporate strategic planning and goal setting, corporate motivation, corporate organizational climate, corporate advertising, etc.
It was concluded that corporate image is the perception that an interested party of the enterprise has of the enterprise itself. This is not always a reality, but it should be a general view of the enterprise of this audience. In addition, image is not a constant. It is subject to change as it responds to stimuli, new information, product quality, employee behavior, management styles, changes in ownership/management, advertising intensity and other aspects of marketing communication, capital restructuring and changes in the location of the enterprise, etc.