DOI: http://doi.org/10.15350/2409-7616.2022.1.29

UDC 338.24.01

Ader A.V.¹ (Orenburg, Russian Federation) – E-mail: marta892010@mail.ru, Dudko A.V.² (Orenburg, Russian Federation) – E-mail: dudko11111@mail.ru, Emets M.S.² (Orenburg, Russian Federation) – E-mail: emecmaksim@yandex.ru, Krivolapov V.G.¹ (Orenburg, Russian Federation) – E-mail: viacheslavkrivolapov@gmail.com, Golchenko I.P.² (Orenburg, Russian Federation) – E-mail: golchenko@mail.ru

¹Orenburg Institute of Railways Messages

²Gubkin Russian State University of oil and gas Orenburg

Abstract. Annotation. The article deals with issues related to the actualization of attention to the image of the company, to the features of corporate management. Emphasis is placed on the image of the company, which acts as a modern tool for commercial relations in today’s market conditions. The image of the company is considered as a specific communicative form of transfer of commercial information from the producer of goods/services to the consumer. The concept of “image” is analyzed as a product of a specific process, the result of which is the creation of an integrated image, by transmitting thematic information messages through various communication channels. Various features of the image structure, patterns of construction and influence on the perception of consumers are studied, including technologies for creating a corporate image, which are adjusted depending on the type and type of economic activity of the company. Reasonable conclusions are drawn on the advisability of using image advertising, which actively forms the image of a particular manufacturer and product or service separately due to the fact that image advertising has a wide range of coverage, and is aimed at taking into account direct counterparties, predetermining the individuality, recognition of the company and its products / services . The results of the study clearly showed that the successful implementation of any promotions and campaigns in order to create a positive image is simply impossible without appropriate specific changes within the company itself. Only under this condition, we can confidently say that any promotions and campaigns can provide a real improvement in economic performance and, above all, an increase in productivity and productivity of measures to promote the company’s services to the market. Thus, the ongoing policy of organizing and promoting a corporate image is the most important condition for managing relationships with consumers, partners, clients and an effective way to achieve a competitive advantage.

Keywords: information environment, company image, corporate image, corporate culture, communicative environment, mass media, advertising campaigns.

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For citation:

Ader A.V., Dudko A.V., Emets M.S., Krivolapov V.G., Golchenko I.P. Features of managing the company’s corporate image. CITISE, 2022, no. 1, pp.331-349. DOI: http://doi.org/10.15350/2409-7616.2022.1.29