Volkova M.O.2025-01-082025-01-082023https://ir.duan.edu.ua/handle/123456789/5065The bachelor’s thesis were considered the theoretical foundations of the company's image, an analysis was made of how to form a positive image, an analysis of the market in which the company operates, a SWOT analysis was performed, a marketing study of the most effective factors for creating a positive image was conducted, and recommendations were developed for improving Bayer's work.enconsumer preferencespositive imagemarketing environmentsegmentationpositioningmarketing researcheffectiveness