Teoretyczne podstawy zarządzania wizerunkiem organizacji
Theoretical Foundations of Organizational Image Management

Summary/Abstract: The organisation’s image influences the acquisition and maintenance of a strong position on the market, and its skilful and effective creation is a consequence of market analysis, proper selection of methods and tools, building relations with the external and internal environment. The article discusses issues concerning the notion of image (including the image of the organisation), brings closer issues concerning the building of image strategies and image management. Due to the multifaceted nature of the problems addressed, the following questions were considered to be the leading ones: What factors determine the formation of an organisation’s image? What elements influence the cultural image of an organisation? In what does effective management of the organisation’s image manifest itself? Answering these questions required the use of the method of desk research, which was preceded by a search of Polish and foreign-language literature. The concept of organisational image management – indicating the fundamental premises – is presented: the organisation’s image is shaped by a number of factors; key factors include the quality of products or services, the way the organisation treats its customers, and the way the organisation communicates with its external environment. The sphere of external communication appears as an important plane of activity for any complex organisational structure. Therefore, it is important for organisations to have an effective image management strategy to control the way they are perceived by the external environment. This analysis proves that without a systemic multi-pronged approach to image creation, it is very difficult nowadays for an organisation to build external relations and achieve market success, as professional communication methods, including those based on digital technology, are crucial.

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