| Abstract [eng] |
The aim of Master's work – to clarify the importance of organizations visual communication in its strategic activities and potential in the organization's image formation. In order to achieve the aim targets are raised: overview the theoretical context of image concept and its management; give the concept and management background of organization visual communication, as the mean of image marketing; to review the theoretical framework of visual communication and its elements; suggest practical recommendations of visual communication system, as a measure of image-making management; clarify how the visual identity of selected organizations is being formed and used in image marketing; examine the user feedback on the visual identity of the selected organizations; by comparing consumers' views of organizations image with organizations desired image, make recommendations to agencies to improve the visual identity. This work came to a conclusion that everything, what is related to organization or its activity is organizations image elements and the main means of image marketing. On the basis of scientific publications, it is concluded that image has a direct influence on organizations commodity or services appeal. Organizations image management strategy has to be started from shapeing the elements that reveal its existence and activities of the essence. Visual communication of the organization becomes the basis for visual culture, identity and profile projection, directly shaping and promoting its image. It is noticed, that visual elements of communication system is one of the most influential image-making tools and the visual information adequacy to organisations image is the most important condition when making elements selection. Visual communication as a tool for image building can be adapted to the organization, successfully used to reveal her identity and create the image and product advertising, dissemination measures ensure the desired shape, transfer the image to the target groups. The consumer survey confirmed that the image of travel agency is important for people using these agencies services. It emerged that influence on their opinion on the agency's image has advertising and public communication. Visual communication has a highly significant linkage to the agency's activities and their performance evaluation. Some link the user to use the agency, therefore, advised to evaluate consumer needs and views and communicate visual identity in accordance with its corresponding criteria. The study observed that the agencies desired image and the image, which consumers has formed are not fully coincide. To a favorable assessment of the agency's identity in terms of audience, it is advisable to carry out initial market research and to shape the agency's image considerng the results, also a systematic study of consumer needs has to be carried out and if necessary the visual identity of the agency has to be changed. The research of travel agencies in Lithuania visual communication transpired that the companies have no unified visual communications systems or the image formation strategy. These travel agencies is not fully exploiting the opportunities offered by the visual identities in formating their image. Corporate communication style is not based on user feedback and needs research, is not sufficiently detailed, evocative and attractive. It is recommended to form and communicate visual identity with regard to the comprehensive user needs analysis, keep it under review and if necessary, according to market conditions and changing consumer attitudes improve or change it. |
