Image is tool of the company to achieve its strategic goals. Positive image results in the increased competitiveness through attracting more clients and partners, increasing sales, providing better access to material, financial, informational and human resources. But image is not only built through distinctive logos and other eloquently designed communication aids; it is shaped by the actual perception and attitude of the others towards the visible behaviour and overall activities of the company.

Image management and evolution are continuous processes that contribute to all the stages of the company development, while addressing two main issues “who we are” and “who we want to be”. Thus, stable positive image is a result of a wise balance of internal ambitions and external interests.