THEORETICAL APPROACHES TO THE DEFINITION OF "THE IMAGE OF THE COMPANY"
The analysis of approaches to the defi nition of “image of the enterprise (organisation)” is presented in the works of Russian and foreign scientists. Scientists classify the image in terms of the various components from which it is constructed: on the object of promotion, which can be a product or service, a person or enterprise; on the consumer segment of the enterprise; on the specifi cs of the management of the enterprise (organisation); on the specifi cs of the staff; on the visual and social, emotional characteristics of the product or service, personality or enterprise; as well as the specifi cs of the business environment. This article will focus on the image of the company and its services. The results of content analysis of theoretical approaches to the defi nition of image of the enterprise revealed the presence of different author's approaches. These approaches can be grouped into the following subgroups according to the criterion of the realised goal: marketing image, product, competitive and personal. The author's approach to the defi nition of “image of the enterprise” is proposed.