Management of creative potential development in manufacturing, trade and service industry companies

The article covers the new approaches to the implementation of company promotion strategy by creating the image of the company. Furthermore, the article is concerned with the inner components necessary to develop a company's image by creating and maintaining organizational culture. Being correctly formed and maintained, organizational culture allows to create staff loyalty to company's goals which, in turn, will promote maximum output and orientation to the results. Therefore, it confirms that modern approach to image development depends not only of external factors, but of the efficient management as well.