Įvaizdžio kaina ir vertė

Abstract

Nowadays image is a fashionable concept broadly used in business as well as in politics. This trend encourages us to look for methods and possibilities to calculate the value and the price of image. Because the “formula of image” does not exist, direct calculation of the price of image is not possible. Such a situation leads us to an analysis of brand names, attempts to calculate the price of image in daily life as well as in crisis situations, and the investigation of the price paid for the lease of a corporate name. The Reputation Institute gives special attention to the methods of calculation of the reputation quotient. This practice is valuable for the analysis of image-making. From the author’s point of view, at present the most important problem is that invoices for image-making are paid through media assets. Today the largest part of media expenses is covered not by media users, but by advertisers and the so-called image-makers. Such a situation only highlights the conficts between business and public interests in the media. Invoices for image-making are transformed into invoices for the fairness of the media and paid not only by image-makers or their customers, but also by the entire society.