STRATEGIC APPROACHES OF COMPANY’S IMAGE MANAGEMENT IN MODER CONDITIONS

Gela Mamuladze

E-mail: mamuladze.gela@bsu.edu.ge

Doctor of economics, Professor Batumi Shota Rustaveli State University

Georgia, Batumi

https://orcid.org/0000-0003-4194-7025

Nino Mamuladze

E-mail: nino.mamuladze@bsu.edu.ge

Doctor of Business Administration, assistant professor Batumi Shota Rustaveli State University

Georgia, Batumi

https://orcid.org/0000-0003-4159-5381

Abstract. In the modern global world, company’s image and the issues related to the image formation are among the most important task in business. This circumstance is especially relevant in the current period because the consumer has the opportunity to find out complete information about the brand in the shortest time, compare it with comparable products, and make a rational decision during the purchasing process. Image formation is not such an easy process therefore, giving appropriate attention from the company’s management is essential in order to establish a place in the market and gain a competitive advantage.

The image determines the company’s position in the market, outlines from concurrent, attracts the attention of potential customers, and maintains loyal customers. The image of the company significantly impacts its sales.

Based on the relevance of the presented issue, the purpose of our research was to study and investigate the necessary, facilitating, and hindering circumstances for the formation of the company’s image and to formulate relevant proposals.

Methodology/approach. The research methodology is based on the specificity of the research object, subject, goals and objectives. The method of bibliographic research, the logical analysis of relevant materials and data collection, is studying and researching the issues. Also, its presented practical materials, which were obtained based on the interview method used in the research process.

Research tasks. The main tasks and hypotheses of the research can be formulated as follows: identifying the public’s attitude towards the company’s image; identifying factors influencing the formation of a company’s image; and forming concrete issues about the research topic.

Practical value / results. the presented findings can be used by different companies in the process of forming an effective, distinctive and competitive image.

Originality and scientific novelty: the theoretical-practical aspects of the image are studied and ways to identify and eliminate problems related to its formation are proposed.