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Formation and management of corporate image: theoretical principles
(Державний торговельно-економічний університет, 2025) Bezsmetna, A.
The article examines the theoretical and methodological foundations of managing the process of forming the image of enterprise. The modern approaches to defining the concept and mechanism of management of the enterprise image formation are analyzed; its functions, structure, and the key stages of its formation are disclosed. The concepts of corporate image and corporate reputation are compared, and their management model is studied. The practical significance of the research results is that the proposed approaches to enterprise image management can be used to increase its competitiveness, strengthen the target audience’s trust, and improve interaction with key stakeholders