Importance of the enterprise’s brand and image for implementation of its activity

Abstract

The article considers the necessity of the formation of an effective image and brand for the successful work of the enterprise. The conditions of their formation, main actions, and characteristics were introduced. It is recommended to conduct the budget of expenses of the marketing department for the formation and maintenance of the effective image and brand. The main tools for forming the image and brand of the enterprise are the integrated marketing communications. It was suggested, for the successful formation of the image and brand, to determine the information that may be of the interest to the representatives of the external and internal environment of the enterprise, to develop the measures for forming the positive image of the enterprise, to integrate the program of stereotyping the positive image of the enterprise with the aim to achieve the positive image and effective brand. They influence affirmatively the inflow of the financial resources of the enterprise and its competitiveness. In this case, the enterprise will be able to realize the accepted strategies of its development.