Maksurova V. I., Usachev V. A.

Donetsk National University of Economics and Trade named

after M. Tugan-Baranovsky, Ukraine

Importance of image

 

The company's image - is the result of interaction of a large number of factors, some of which the company can control the majority of the same factors can not be controlled, but they can try to somehow influence.

The company's image - a person organization - a specially crafted image of the company in the market of goods and services. Image of the company reflects its commercial policy: the orientation of certain queries of a certain class of consumers. Attractive image of the company allows it to occupy a leading position in the business world. Creating an image - the result of hard work of professionals in the field of marketing, design, psychology, linguistics and advertising, PR- specialists. Elaborate image of the company creates a positive image among consumers, which becomes recognizable, attractive, endowed with a special character. Its main graphical tools make it possible to customize position the company in the market, find your customer or client.

The company's image is determined by many factors, including what looks like and behaves her head. The first impression of the person or organization develops rather quickly (experts believe that in order to determine the degree of attractiveness of the subject and our attitude toward it, a person needs from 1.5 to 4 minutes). Adhering solely to the postulate, visionary leaders a lot of attention not only in appearance, but appearance and employees, office interior, down to the font plates on cabinet doors.

In the realm of tangible image that is perceived by all five senses, includes everything from the slogan of the company to its location.  Company name and slogan - the most notable elements in the system image. To create the most efficient variant of these two elements is worth your time and money. This is especially important for newly created companies.

The name and company slogan inform people about what is the organization, its profile. Company name has an obvious impact on people. The shorter the title, the greater its effect. It should also be easy to remember. In business worldwide business name is considered so important that every year, after consultation with professionals, thousands of companies are changing it.

Create, develop and maintain a positive image of the company, the company, the company depends on the strength of the foundation built, which involves a number of steps. The first of which can be called - a thorough revision of the business principles that underpin the development of provisions for the purposes of this particular business. Then should reflect the principles and objectives in the short and simple working version of the ideology of the organization, the next step - defining long-term objectives. "Having determined that it intends to make the company, firm, he must decide what standards should be guided by his staff. Recommended formulate in writing these rules or standards that are necessary to achieve these goals. All this follows from the results of the audit principles and setting goals. Submission standards rules - a method that helps to keep intact and the foundation of a new image."

Image of the company consists of many components - from advertising to design spaces and work with visitors. One component of the image is the corporate identity.

Corporate Identity - this means forming the image of the company, but also a certain " information medium", as components of corporate identity helps consumers find our products and our special offers , forming his positive attitude to our company , which has taken care of it, facilitating the selection process information or explanation.

"High" corporate identity indirectly confirms the reliability of the company, as it ensures that the company complies with all of perfect order in the workplace, and in any other activity.

Image as a whole has a huge impact on the success of the period and way of life of the firm.

                                                        References:             

1.                                                                                                                                              Ïî÷åïöîâ Ã. Èìèäæ: îò ôàðàîíîâ äî ïðåçèäåíòîâ. Êèåâ,2000.

2.                                                                                                                                              Äîðîòè Ä. Ïàáëèñèòè è ïàáëèê ðèëåéøíç. Ì, 1999

3.                                                                                                                                              Ïî÷åïöîâ Ã. «Èìèäæåëîãèÿ»

4.                                                                                                                                              http://mires.su/company_image

5.                                                                                                                                              http://www.market-pages.ru/pr/20.html