Vztah identity a imidzu podniku: postavenie atributov a faktorov z pohladu teorie a praxe

The study deals with the theme of the relationship of corporate identity and image focusing on the search and analysis of published researches and publications on the topic. The text of study presents processed opinions and practical findings of domestic and foreign authors. The author characterises corporate identity and image and their mutual relationship. Furthermore, the study describes the characteristics of elements influencing identity and image of the companies - attributes and factors affecting the image. In the final chapter the author states the findings of predominantly foreign authors who primarily dealt with this topic. The author compares opinions and findings of other authors and draws her own conclusions. The scientific methods used while writing the text were analysis, comparison, induction and deduction.