Pozycjonowanie wizerunku przedsiębiorstwa w walce o klienta

The article describes the importance of corporate image for the contemporary enterprise that operates in the environment marked by increased competition and uncertainty. If the company will survive on the market, it is necessary to win in the struggle for a place in the awareness of the consumer. The Author has also made an attempt to define the differences between image, identity and reputation of the organization, and outlined the process of shaping the image of the company.