BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

ROR

EDRPOU 05481984

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

CATALOG

Enterprise Image Management as a Tool to Enhance the Value of Intangible Assets
Babych S. M.

Babych, Svetlana M. (2026) “Enterprise Image Management as a Tool to Enhance the Value of Intangible Assets.” Business Inform 2:407–414.
https://doi.org/10.32983/2222-4459-2026-2-407-414

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

Download article (pdf) -

UDC 005.336.4:339.138

Abstract:
The aim of the article is to explore the theoretical and practical aspects of enterprise image management as a tool to enhance the value of its intangible assets, as well as to identify the main approaches and mechanisms for creating a positive image in the context of economic digitalization. By analyzing, systematizing, and synthesizing the scientific works of domestic and foreign researchers, the evolution of approaches to understanding the essence of the enterprise image was examined, and its role within the system of intangible assets was determined. As a result of the study, the primary scientific approaches to defining the enterprise image were summarized, including marketing, psychological, communicative, managerial, and social perspectives, which allowed for revealing its complex nature. The relationship between an enterprise image and the key components of intangible assets, such as business reputation, brand, customer loyalty, intellectual capital, and corporate culture, has been substantiated. It has been determined that a positive image is an important factor in enhancing the enterprise competitiveness, increasing its investment appeal, and creating long-term competitive advantages. It has been proved that in the context of the digital economy, corporate image management is undergoing transformation and requires the use of modern tools, particularly integrated marketing communications, digital branding, and systematic monitoring of the information environment. It has been found that efficient image management not only helps shape a positive perception of the enterprise but also ensures the growth of the value of its intangible assets and the overall improvement of operational efficiency. The prospects for further research in this area include developing methodological approaches for the quantitative assessment of the impact of image on the value of intangible assets, improving tools for image management in the digital environment, as well as studying mechanisms for managing reputational risks and adapting enterprises to the growing role of information technologies and social media.

Keywords: image management, intangible assets, business reputation, brand, digitalization, competitiveness.

Fig.: 2. Bibl.: 10.

Babych Svetlana M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: babych @karazin.ua

List of references in article

Bird P. (1994). Sell Yourself: Persuasive Tactics to Boost Your Image. New York: Financial Times Prentice Hall.
Bulhakova O. V. (2017). Brend-imidzh pidpryiemstva na spozhyvchomu rynku [Brand image of the enterprise in the consumer market]. Naukovyi visnyk Uzhhorodskoho natsionalnoho universytetu. Seriia «Mizhnarodni ekonomichni vidnosyny ta svitove hospodarstvo», 13, 31–36. http://www.visnyk-econom.uzhnu.uz.ua/archive/13_1_2017ua/9.pdf
Entsyklopediia suchasnoi Ukrainy [Encyclopedia of Modern Ukraine]. https://esu.com.ua/
Levkina R. V. & Levkin A. V. (2016). Imidzh pidpryiemstv na rynku ekolohichno chystoi produktsii [Image of enterprises in the market of environmentally friendly products]. Aktualni problemy innovatsiinoi ekonomiky, 2, 67–70. https://apie.org.ua/uk/imidzh-pidpryiemstv-na-rynku-ekolohichn/
Lozovskyi O. M. & Dronchak I. V. (2016). Formuvannia imidzhu pidpryiemstva yak elementu konkurentospromozhnosti [Formation of the enterprise image as an element of competitiveness]. Molodyi vchenyi, 1(1), 101–104. http://molodyvcheny.in.ua/files/journal/2016/1/23.pdf
Orban-Lembryk L. E. (2003). Psykholohiia upravlinnia: posibnyk [Psychology of management: manual]. Kyiv: Akademvydav.
Pshenyshniuk I. O. (2011). Imidzh pidpryiemstva yak metod konkurentnoi borotby [Enterprise image as a method of competitive struggle]. Ekonomika ta derzhava, 5, 19–21. http://www.economy.in.ua/pdf/5_2011/7.pdf
Sarkar C. & Kotler Ph. (2021). Brand Activism: From Purpose to Action. New York: Idea Bite Press.
Synytsia S. M., Vakun O. V. & Fursa T. P. (2019). Osoblyvosti formuvannia imidzhu pidpryiemstva yak chynnyk konkurentospromozhnosti na zovnishnikh rynkakh [Features of enterprise image formation as a factor of competitiveness in foreign markets]. Prychornomorski ekonomichni studii, 38–1, 147–151. https://bses.in.ua/journals/2019/38_1_2019/30.pdf
Syzonenko V. O. (2007). Suchasne pidpryiemnytstvo: dovidnyk [Modern entrepreneurship: handbook]. Kyiv: Znannia-Pres.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Current Issue

Frequently asked questions

INFORMATION