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DETERMINANTS OF SUCCESS IN BUILDING THE IMAGE AND REPUTATION OF THE COMPANY BASED ON THE EXAMPLE OF THE LARGEST POLISH BANK
Abstract
Increasing competition mean that the importance of the company's intangible assets, such as image and reputation, is growing. Image and reputation are categories often identified with each other, but there are significant differences between them. An image is a set of ideas and associations about the company created in the minds of the audience, while reputation is the opinion of the company and its activities, arising as a result of indirect and direct contacts with stakeholders. Building both, image and reputation, requires communicating with stakeholders, however, the tools and methods are different. Corporate activities can be effective if there is no discrepancy between the created image and established reputation. The aim of the article is to identify determinants of success in building the desired image and positive reputation of the company based on the example of the largest Polish bank PKO BP. The implementation of the objective was based on the case study method.
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