Abstract:
The image of the trading enterprise is an important element in the retail
strategy. The problem of formation, development and maintenance of the image of the
trade organization occurs at the stage of development and has many debatable aspects.
This paper clarifies and complements the definition of the image. The rationale for the
effectiveness of image chain management is presented. A "supra-disciplinary"
(general) subject-based image scheme is developed that represents its system
characteristics (multidimensionality, manufacturability, ambivalence and
communicative-managerial nature), which determine such image functions as the
formation of a certain attitude towards its bearer, the legitimization of power, the
increase of symbolic capital, typification and construction of social reality, and the
identification of the specifics of the process of their implementation by actualizing the
relevant motives for the behavior of subjects with the help of special codes contained
in image mess
