Image formation of Military organization

Military organizations branding is important and relevant in today's business and scientific context. A positive image of the organization can influence the organization's existential issues, and public opinion, trust in the organization. Therefore, any organization is trying to create favorable, positive image of the organization. The analysis of the scientific literature revealed that there is lack of studies analyzing the Lithuanian army image formation process in Lithuania. So the research problem can be defined by the following questions: what are the main problems encountered when formatting Lithuanian Armed forces image? how to improve the image formation of Lithuanian armed forces? The aim – after conducting the analysis of Lithuanian armed force image formation to provide guidelines for its improvement. In order to reach the aim these objectives were formed: 1) to analyze the theoretical organization image forming process; 2) to perform a qualitative and quantitative studies, in which to identify pros and cons of Lithuania Armed forces; 3) To provide recommendations of how to improve Lithuanian Armed Forces image formation. In this paper these work and research methods were used: scientific literature, books, articles, laws, publicly available document analysis, generalization, comparison, graphic images and tables methods. The practical part consisted of a hybrid access method - quantitative (online survey, n = 400) and a qualitative expert interview (n = 4), and analysis of data obtained was made using statistical analysis (Cronbach alpha, descriptive characteristics, average calculation) and content analysis methods. It was found that advantages of Lithuanian military image formation are quality of tasks performed, corporate identity and staff uniforms, military professionalism, organizational culture and personnel image, while these Lithuanian army image components needs improvement: exterior, interior of buildings, organizational behavior, inefficient military conscription administration, the Lithuanian Armed Forces strategic communication and social aspects of operations