Abstract. In the context of the current economic crisis that still makes its presence felt and the economic activities of the economic institutions that have already overcome the national borders trying to capture new markets, the image of these institutions play an increasingly important role. Therefore many economic institutions are trying to build a positive image in the business environment, image that can be a competitive advantage in the market, even decisive. It can be seen that more and more companies begin to invest an increasingly higher amount of money in their image and they start to pay more attention than in the past to the relationship with employees, customers, business partners, public institutions, etc. Thus we can see that image plays a key role in the current economic development, on that image depends the success or failure of many business firms. Attracting foreign investment in our country often speaks of the image that we have created, situation in which Romania can be seen as a country in that you can invest or can not invest.

Keywords: image; economic institutions; competition; market; customers.