Features of the Image from Economical Point of View

The paper is devoted to the analysis of features of image as the instrument of company's influence on the emotional, rational and activities of the individual and social groups. As the means of image the system of preferences of the person to the goods, brand, company or a political party is formed. As the part of economic approach, we considered the following features of the image: image helps to create the generalized portrait of the company; the presence of a positive image facilitates access to the necessary resources, as well as allows company to interact easily with different target audiences; the image is the intangible asset of the company, which enhances the company's competitiveness in the market; image provides additional economic security for the company; the image contains a descriptive and evaluative component that represents the totality of all knowledge about the company and is related to various aspects of its activities. We made the conclusion that the image is an instrument of the formation and management of consumers' opinions