Improving the company’s image through the use of an operational strategic image management framework

Abstract

In order to continuously improve the competitiveness of the enterprise through the use of non-tangible assets, the paper discusses and proposes an operational framework for the strategic image management, which comprises three levels and is based on four steps aimed at strengthening and improving the company’s image so that the enterprise’s non-tangible assets serve as a source of sustainable competitive advantage. By going through all the stages, beginning with determining and defining the company’s identity and ending with its continuous improvement, the image of the company is enhanced, strengthened, and communicated in a way that gives it both short and long-term competitive advantages.