MANAGING A COMPANY'S IMAGE INVOLVED IN INTERNATIONAL ECONOMIC ACTIVITIES

Abstract

The article explores current issues that are essential to developing and maintaining a corporate public image in the context of international economic activities, a vital strategic focus in today's interconnected global economy. The article highlighted that varied cultural norms, legal systems, and stakeholder expectations necessitate a unified and flexible strategy for managing reputation, which in turn affects how companies operate globally. The analysis showed that an image is a multidimensional, intangible asset shaped by a complex interaction of economic, socio-cultural, institutional, and technological factors. Its strategic value lies in building trust, establishing a positive reputation, boosting customer loyalty, and lowering barriers to entering new markets. The study verified that an effective image policy necessitates an integrated approach, incorporating corporate branding, proactive communication strategies, cross-cultural adaptation, and the effective use of digital technologies. Concurrently, the significance of social media and innovative digital tools warrants particular attention, as they serve not only as communication channels but also as means of cultivating an emotional connection with consumers and establishing a transparent, socially responsible corporate image. The article emphasizes that, in order to enhance the international reputation of domestic companies, and to augment recognition, trust, and loyalty towards their brands outside Ukraine, organizations should consider the utilization of digital tools, social platforms, and transparency technologies. The article discusses strategies for enhancing the reputation of a dairy producer from western Ukraine seeking to enter international markets. Five strategic steps to improve the brand image of the analysed dairy enterprise in the global market have been identified. The initial step involves establishing a multilingual digital brand platform. The second step involves utilizing social media as a dependable platform for dialogue. The third step is to engage influencers and brand ambassadors. The fourth step is to run a digital advertising campaign. The fifth step is to adopt innovative digital solutions to promote transparency.