Diagnostics of the Corporate Brand Image as an Effective Way to the Formation of the Enterprise’s Positive PR-Factor
Анотація
The paper substantiates and formulates a fundamentally new framework and list of measures for improving the diagnostics of the economic culture image of the enterprise as a way of building the effective corporate PR-factor. Using the VCI model makes it possible to transfer the image of the enterprise from the informal concept to the formalized (measurable) category. Characteristics of image elements have been identified and contact groups that carry out the evaluation at an industrial enterprise have been determined. The author offers a matrix of image diagnostics of the industrial enterprise and measures for increasing its level. The assessment of the image project efficiency can be done by applying the current value of the project – Net Present Value (NPV).
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