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In a market situation, where the products of competing companies are becoming more similar, whether in quality or price, it is still necessary to look for new and new tools that should properly differentiate the various products or services from the competitive company. Undoubtedly one of these tools is the image that has become an essential part of marketing. Image is essentially the idea, symbol, which the consumer associates only at the mention the name of the product or company. Image performs several tasks. First, its role is to eliminate the anonymity between producer and consumer and on the other hand, image subjectively facilitates a customer orientation to market and thus facilitate decision making. Customers are fed up with information on the products and services, and so they replace the lack of objective knowledge by creating their own ideas. Sometimes these ideas may be even stronger motive to buy properties as the actual product.

Image: Slovak versus foreign foodstuffs