Research object: the process of managing the image of industrial enterprises; purpose of work: further development of theoretical propositions and methodical support of evaluating the image of industrial enterprises taking into account its objective and subjective essentialities; research methods and apparatus: abstract and logical method, systematic approach, methods of analysis and synthesis, potential and resource approach, multidimensional factor analysis, method of neuron networks, fuzzy-set theory, method of matrix positioning, expert estimations method, graphic method; theoretical and practical results: for the first time: the expedience of using objective and subjective constituents of enterprises image in the process of its formation, evaluation and increase management is grounded; the objective constituent characterizes the results of the enterprise management, and the subjective constituent characterizes the idea of real and potential partners about the enterprise activity successfulness; are improved: methodical approach to the quantitative evaluation of the image of the machine-building enterprise with the help of the objective constituent; the peculiarity of this approach is its basing on the potential and resource approach, methodical support of evaluating the image of the industrial enterprise with the help of the subjective constituent; the peculiarity of this support is the system of indices, grounded with using expert methods for highlighting significant descriptions and constituents of informative transparency (financial and pecuniary transparency, commercial one, administrative one), methodical approach to determining strategies of managing the image of the industrial enterprise in the process of its information co-operating with real and potential partners; the distinction of this approach is using the matrix, built on objective and subjective constituents of the image, are further developed: singling out quantitative scopes of quality levels intervals of the image of industrial enterprises on the whole and according to objective and subjective constituents, the composition and contents of sections of the economic substantiation of forming and increasing the image of the industrial enterprise; extent of introduction: developments are introduced into practical activity of the Council on issues of the special mode of investment activity on the territory of the city of Kharkov, public corporation «Kharkov machine-building plant «Svet Shakhtyora», Co Ltd «Commercial and industrial Company «NOVA», and are also used in the teaching process for preparing masters in Kharkov National University of Economics when studying the discipline «Brand-management»; sphere of use: marketing activity of industrial enterprises.
