Structural and Functional Model of the Enterprise Image

The article examines the essence of enterprise image and defines its relationship with the concepts of “stereotype”, “reputation”, “brand” and “rating”, revealing their fundamental differences to avoid conceptual identification. Content analysis of existing interpretations of enterprise image made it possible to generalize and systematize them within three theoretical approaches: psychological, economic and marketing, as well as to propose an author’s definition of its nature. A structural and functional model of the enterprise image has been developed, which includes eight components: theoretical approaches, levels, typology, functions, stakeholders, component-determinant structure of the enterprise image, as well as factors and marketing tools for its formation. The proposed model allows a comprehensive consideration of the content, structure and functional orientation of the subsystems, components and elements of the enterprise image. In order to substantiate the logic of image formation and specifics of its management, taking into account the enterprise’s activity profile and situational business environment factors, the author presents a vision of the component-determinant structure of the enterprise image. The article offers a conceptual approach to the integral formation of the enterprise image through the construction of its structural and functional model and justification of its components.