Formation of the image of organizations

Abstract

The purpose of the article is to consider some theoretical aspects of the formation of the image of organizations. The article provides a definition of the concept, purpose, and functions of the organization's image; the subjects, the structure of the image, as well as the means and methods of its formation are indicated. It has been established that the main means of forming and maintaining the image of an organization are marketing communications: corporate identity, visual and verbal means, advertising, and PR events. Three main methods of image formation are identified: production, image-making, and managerial methods. The characteristics of the types and levels of image are given; an algorithm for forming the image of the organization and the goods it sells or services it provides is determined.