Formation of the image of the organization as an element of marketing strategy

This article explores the concept of «image» in various interpretations of foreign and domestic scientists, substantiates the need for the formation of the image of the organization. On the basis of generalization of theoretical approaches to the concept of «image» the analysis and clarification of the essence of this concept is presented, the substantiation of the marketing approach is given. Within the framework of the selected approaches, the features and functions of forming a positive image of the organization are presented. In addition, the issues of economic reality of the company’s image using marketing strategy and innovative means of monitoring consumer preferences are studied.