Formation of company firm style

Abstract

Purpose: the aim of the study was to study the technology for developing the corporate identity of the enterprise, creating a positive corporate identity for the trading company and developing recommendations for restoring the image of the company. Discussion: at the present time, the economy in our country is actively developing, creating rather difficult survival conditions for trading enterprises in the arena of competition for a potential buyer. Consumers are interested in reliable companies with serious and long-term intentions. For this reason, there is a need to create a carefully thought-out corporate identity of the enterprise, which is already an integral part of business ethics. Brand support and brand protection are especially important for the company, on which it is necessary to work on a daily basis, otherwise the company may lose face and customers. Therefore, the question of the role of corporate identity in a competitive environment is one of the urgent in the modern world. Results: to achieve this goal, the importance of corporate identity is determined, its elements and the main stages of development are examined, and the types of risks that can harm the image of the company are studied. The methodological base of the study was made up of such methods as analysis and systematization of theoretical principles on the formation of the image of the enterprise, comparative analysis, methods of the structural-logical, systematic approach and others. The technology for developing the corporate identity of the enterprise is presented in the form of the main stages of its formation and tools for effectively regulating the company's image.The results of the study showed that the corporate identity of the company is the basis, an effective tool of marketing policy that contributes to the successful development of any company.