The subject of this paper is to analyze the impact of reputation risk on an organization's operations, and an emphasis of the role that a company’s image plays as one of the fundamental sources of its competitiveness in contemporary market conditions.So, the regular implementation of corporative image and running it is becoming the key factor company’s existence and development which is running a business in conditions of global economy, so image management is becoming the fundamental market discipline of every successful company. The creation and strengthening of the public image is becoming one of the founding strategies of corporations since for the user, a corporation with a better positioned image in the market has a greater value. By accepting the image as a powerful means of communication with people towards accomplishing their purposeful behaviour, image management has become an important area of marketing strategies performance. The usage of services has become more the result of image than a part of material and tangible elements offered to them, and the utilization of certain services has become a way in which the user defi nes his personal image as well as the image of other people.