COMPETITIVE STRATEGIES FOR CREATING THE COMPANY'S IMAGE

This article presents the strategic perspectives for developing the company's image. Corporate image is a powerful source of competitive advantage that enables a company to generate long-term added value. Through the operational framework of brand management, the company addresses image strategically, starting with planning and ending with monitoring and continuous improvement of image aspects. Throughout the life cycle of the enterprise, the company’s brand concept goes through the process of launching, developing, and strengthening, which involves selecting strategic directions at the brand concept level (functional, symbolic, experiential). Approached from this perspective, the company’s image is strengthened in a consequential manner and, as a result, can have a long-lasting impact on the company's competitiveness in the market.