Abstract:

Marketing is considered an important part of business. Without it, in today's hyper concurrency environment the companies could not operate. Creation and management of corporate image should belong among the basic activities in any marketing-oriented enterprise. Already at the mention of the name of a particular company, it is expected to evoke mentioned elements in minds of customers.  Corporate image is a factor that can significantly influence the buying behaviour of customers. The aim of the paper is to theoretically summarize the issue of image of the area of Retail trade and analyse the differences between the prioritization of promotional tools by franchise stores and differences in the choice of franchise stores under brand from the perspective of surveyed consumers.