The article treats the specifics and parameters of usage of
the notions "image", "reputation" and "brand. A broad overview of
the definitions for those notions is made (mainly in Bulgarian,
Russian and English literature) and the author has drawn out her
own definitions. The summaries are presented in comparative tables.
This article fulfills a gap in Bulgarian literature connected with
the comparative analysis of the three relatively new
notions.
Key words: image, reputation, brand,
specifics