ANALYSIS OF CHANGES IN IMAGE STRATEGIES OF ENTERPRISE LEADERSHIP IN THE INFORMATION ECONOMY: WORLD EXPERIENCE

Abstract

The article analyzes changes in leadership image strategies in the information economy. The image model is defined as a system of methods and tools of internal and external managerial influence aimed at forming, supporting and developing a positive image of an enterprise (person, product, service) among the target audience. The TOP-8 effective practices for forming the image of IT companies (SAP, Google, Microsoft, Salesforce, Adobe, Amazon, HubSpot, IBM, Intel, Oracle, Shopify, Tesla, Cisco, Accenture, GitHub Apple, NVIDIA, Buffer Group, Mozilla Foundation) that are world leaders and demonstrate sustainable success in a competitive environment are studied. Based on the results obtained, the key factors of their success are identified, namely: focus on innovation; direct involvement of customers in development processes in order to align the product with market needs; introduction of socially responsible practices; achievement of authoritative positions through knowledge exchange; strengthening of digital presence. It is noted that the world experience of IT industry leaders demonstrates the priority of strategic image management, which allows you to profitably demonstrate the potential of the enterprise and effectively implement it in a tense market competition through carefully planned managerial and practical image-oriented measures. It is proven that image strategies are a reflection of the corresponding business model, target audience and corporate mission, which leads to the formation of unique approaches to brand positioning and community engagement in a changing information space. The author's vision of the image strategy of leadership is presented as a set of conceptual approaches that correspond to the chosen mission and defined objectives of the IT enterprise's activities, which allow forming a reputation in the information space as a reliable, innovative and professional partner, increasing brand awareness, and influencing the opinion of the target audience through effective information channels (website, social networks, PR, advertising, etc.) to disseminate key theses that correspond to the current business model and corporate philosophy. It is noted and substantiated that it is the ability to effectively manage a crisis situation that becomes crucial for maintaining a positive image. It is proven that by prioritizing transparency, data-based decision-making, customer engagement, innovation and ethical practices, IT enterprises demonstrate the effectiveness of forming image strategies of leadership that resonate with modern consumers and increase brand value in a changing information environment.