Analysis and Formation of Company Brand Image as a Tool for Increasing Market Competitiveness

Abstract

This article examines the mechanisms by which brand image influences a company's market position in the modern economy. The primary goal of the study is to provide theoretical justification and practical confirmation that reputational capital is a determining factor in a company's survival and growth in a competitive market. The article examines the stages of developing a brand's visual and semantic identity, as well as methods for assessing consumer perceptions. The study utilized a comprehensive approach, combining a theoretical analysis of the scientific literature and empirical methods. The practical significance of the study was confirmed by a sociological survey and subsequent statistical analysis of the data. Frequency histograms and interval distributions of the indicators were used to visualize the results and identify patterns. CZU: 339.138:339.137.2; JEL: M31, M37, M14