ORGANIZATIONAL AND ECONOMIC PRINCIPLES OF FORMING THE CORPORATE IMAGE OF A TRADING ENTERPRISE
Authors:   State University of Intelligent Technologies and Telecommunications, Shulha Olha 
Published: February 2023

The article examines the essence and characteristics of the corporate image. The main elements of the corporate image are: the main business and financial indicators of the enterprise; reputation and performance of brands; reputation for innovation or technological superiority, which, as a rule, is based on specific events; enterprise policy regarding hired employees and workers; external relations with clients, shareholders and the community; perceived trends in the markets in which the enterprise operates and how the public sees it. The principles of corporate image formation are revealed, and its structure is given. The main tasks for maintaining the image of the enterprise are defined. It is noted that the image must be formed in the internal environment in order to create a single system that will be aimed at creating the loyalty of all audiences, and formed in the external environment – to strengthen trust and affection. It is noted that the structure of the corporate image is a combination of internal and external image. The external image is the assessment of the company by the external community, and the internal image is formed on the basis of the collective opinion of the personnel of this organization. At the same time, the external image is not homogeneous, it has its own specificity. The internal image, as a rule, is homogeneous. Emphasis is placed on the fact that the creation of a good corporate image campaign should include a strategic communication plan that should take into account all forms of communication. The formation of a positive corporate image becomes a stimulating force for the operation and development of the enterprise. It is achieved by relying on various visual and verbal components that create a holistic image and impression that contributes to the competitiveness of the organization. A visual image is a representation of the organization and its activities for perception, which is better remembered and longer in people's memory. Verbal components are text and speech communications that provide non-commercial informational and reference material that shows the internal and external activities of the organization, and contributes to gaining positive fame and recognition. The main purpose of corporate image management is communication with interested parties, manifestation of uniqueness and formation of corporate style. One of the ways to form a corporate image is to establish and maintain positive relations with the general public. It is noted that the corporate image is best considered in conjunction with the vision and culture of the organization. Measures are proposed to support a positive corporate image of a trading enterprise. Emphasis is placed on the fact that it is necessary to focus attention on employees, as they form the opinion of consumers during appeals, consultations, advice, product presentations, communication, and calculation. At such moments, the employee must understand that he is responsible for the impression he leaves as a result of his work, and this impression is not only about him, but also about the work of the entire trade enterprise.