FORMATION OF THE INTERNAL AND EXTERNAL IMAGE OF THE COMPANY (ON THE EXAMPLE OF IKEA)

One of the important aspects of the overall perception and evaluation of an organization is the impression it makes, that is, its image. Image is an objective factor that plays a significant role in assessing any social phenomenon or process. Image is among such concepts as rating, reputation, fame, popularity, prestige, authority, etc. and we can safely say that the category of image today is a fundamental concept in many respects. The relevance of the topic of the work is due to the fact that in the conditions of market relations, the success of the commercial activity of any organization is determined by the level of profit received by all means not prohibited by law. Thus, commercial success and profit are interrelated concepts. In turn, the level of profit depends on such an intangible asset as the company's reputation, and the basis for building a company's reputation is the formation of a positive image. The purpose of this work is to study the features of the internal and external image of the company.