Formation of image as a competitive advantage in the modern information society: theoretical methodological foundations and practical recommendations

Abstract

The article considers the process of image formation as a competitive advantage in the modern information society. This process requires a comprehensive searching, because in the modern information society there are qualitative changes. This makes it necessary to search for effective mechanisms for achieving, supporting and developing the competitiveness of both business structures and non-profit organizations. An important factor in enhancing competitiveness is the formation of a positive image and an impeccable business (political, social, ethical) reputation. The main purpose of the article is the definition of theoretical and methodological foundations and the development of practical recommendations on the formation of the image as a competitive advantage in the modern conditions of the information society. In the article, in the process of achieving this purpose, the following scientific problems are solved: the methodological foundations of the image formation process are considered; formed a conceptual-categorical apparatus; Practical recommendations on marketing strategy implementation in the context of forming a positive image and optimizing the reputation of the subjects of the information society are provided. Methodology. Historical, systemic, structural-functional and synergetic methods allow one to analyze successively the previous experience of scientists about the chosen research topic; to streamline existing methods and methods of forming a positive image, to lead to a certain intelligible algorithm of the marketing strategy process aimed at securing the desired image, idea or paradigm in the modern information society in the public consciousness. The scientific novelty of the article is to improve the conceptual-categorical apparatus of the topic, to determine the characteristic features of the information society, to justify the importance of forming a positive image and in determining the stages of the marketing online strategy. It allows to draw a conclusion that in conditions of globalization it is not enough to create a high-quality product or a quality service - it is necessary to correctly convey information to the target audience with the help of a high-quality strategy of promotion (consolidation) in the market