| Abstract [eng] |
The aim of this master degree – to separate and analyse reasons and levels of image change. In order to realize this aim these main goals were upraised: to review theoretical attitudes towards organization identity and it‘s links with organization image; to establish reasons and levels that influence image change; to analyse found reasons and levels of image change; to find and discuss the best model of image creation; to do case analysis in order to ascertain main reasons that influence image change in particular organisation. This theme was not chosen ocasionally, there was influence of some phenomenons. It is clear that nowadays attention to organisation image increases, it‘s influence to society increases as well and it wasn‘t so important before. Interest to image, it‘s creation and influence in theoretical and practical levels started in marketing level during last 5-15 years. The next reason that stimulated analysis of reasons and levels of image change was a reach to look into particular Lithuanian organisation and it‘s process of image change. In this work two main elements of image management are given and discussed, these are image and identity of organisation. Authors emphasise that commonly image is described as a picture of organisation designed to purposive audience and identity is identified with a way that organisation present itself to purposive audience. But there are cases when it is difficult to find ridge between these two elements of image management (image and identity of organisaton) When there are analysed components of image, main attention is paid to the levels of image – image of product class, label image, company image, sector image, shop image, country image, consumer image. Different levels influence each other. People form picture of object by using association chains that forms during a period of time as a result of slowly concentrated stimulus. Image is simplification orf reality. It will be further developed only when object becomes more important to subject. It is important to know how visual style of company influence it‘s place in market and how aims of company are revealed through the behavior and projects of organisation. The identity of organisation may be traced through it‘s names, emblems, colors and customs that are used to separate itself, branches and subsidiaries. In a way it all serves the same aim as religious signs, herladry, national flags and other symbols that involve collective sense of community and make it visible. Case analysis is done in this work. The object of research was well known company in Lithuania and abroad TEO LT. It recently changed it‘s name and image. During the research there were esteblished main reasons of image change and analysed process of image change. As it was noticed, creation of image or it‘s change is permanent process that lasts for a long time or even during the existance of enterprise. Image depends on three main levels – executive level (creation of organisation strategy), personell that is one of the instruments to realize organisation image and society (clients) that express their opinion, accept or decline certain elements of image and show what kind of organisation they want to see. |
