Abstract:

The paper deals with the analysis of company image. Measuring and evaluating intangible assets including image plays a significant role in today’s society. The aim of the paper is to define the notions related to company image and to characterize the principles and methods of image evaluation. Intentionally created image serves as a tool for meeting the company objectives comprised of a number of aspects. An image analysis is a complex process that necessarily requires the aspects affecting the image of the give project to be defined first. The analysis of current image is a prerequisite for a potential change of the existing image in the desired direction. Methods of qualitative and quantitative approach are used for image evaluation. The main difference between the two types of research follows mostly from the nature of the analysed phenomena. However, generally, the value of image is high; it is not permanent and is easier to destroy than build.