ٌٖ٘ ‫حٌزخكؼش‬ ‫ٚؽزمض‬ ، ‫ر١ّٕٙخ‬ ‫ٚحٌؼاللش‬ ‫حٌظٕخفٔٝ‬ 686 ‫ِفَىس‬ ِٓٚ ، ‫حٌشَوخص‬ ٌٖ٘ ‫ػّالء‬ ِٓ ‫ٚؿٛى‬ ‫حٌيٍحٓش‬ ٌٖ٘ ‫اٌ١ٙخ‬ ‫طٛطٍض‬ ‫حٌظٝ‬ ‫حٌٕظخثؾ‬ ‫أُ٘‬ ‫ٌشَوخص‬ ‫حٌظٕخفٔٝ‬ ‫ٚحٌظّ١ِ‬ ‫حٌٌٕ٘١ش‬ ‫حٌظٍٛس‬ ‫ر١ٓ‬ ‫اكظخث١ش‬ ‫ىالٌش‬ ‫ًحص‬ ‫ِؼٕٛ٠ش‬ ‫ػاللش‬ ‫حٌؼَر١ش.‬ ‫ِظَ‬ ‫رـٍّٙٛ٠ش‬ ‫حٌغخُ٠ش‬ ‫حٌّشَٚرخص‬ ‫ٌٍشَوخص‬ ‫حٌٌٕ٘١ش‬ ‫حٌظٍٛس‬ ( ‫حٌيالٌ١ش‬ ‫حٌىٍّخص‬ -) ‫حٌظٕخفٔٝ‬ ‫حٌظّ١ِ‬ Abstract: The study aimed to Identify the impact of the mental image of companies to achieve competitive excellence and

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... rovide an intellectual and philosophical framework for the mental image of companies and competitive excellence and the relationship between them The researcher applied this study to a sample of 186 individual customers of these companies, and the most important findings of this study There is a statistically significant relationship between the mental image and competitive excellence of soft drink companies in the Arab Republic of Egypt. Keywords (the mental image of companies , competitive excellence) ‫انممذمت‬ ‫رخٌٕٔزش‬ ‫رخٌغش‬ ‫أّ٘١ش‬ ِٓ ‫ِٚخٌٗ‬ ‫ٌٍشَوخص‬ ‫حٌٌٕ٘١ش‬ ‫حٌظٍٛس‬ ‫رّٛػٛع‬ ‫حإل٘ظّخَ‬ ‫طِح٠ي‬ ً ‫طٍٛس‬ ‫طىٛ٠ٓ‬ ‫ٚأطزق‬ ، ‫ٚحٌظٕخػ١ش‬ ‫ِٕٙخ‬ ‫حٌويِ١ش‬ ‫ٌٍشَوخص‬ ‫٘خِش‬ ‫غخ٠ش‬ ‫ؿ١يس‬ ‫ٕ٘١ش‬ ‫حٌّٛحٍى‬ ‫أُ٘‬ ِٓ ‫طؼي‬ ‫حٌشَوش‬ ‫ّٓؼش‬ ‫أْ‬ ‫ك١غ‬ ، ‫حٌؼخٌُ‬ ‫فٝ‬ ‫حٌّٕظّخص‬ ‫ِؼظُ‬ ‫اٌ١ٙخ‬ ‫طٔؼٝ‬ ‫ففٝ‬ ، ‫ٌٍشَوش‬ ‫ٚحٌظٔٛ٠مٝ‬ ‫حٌّخٌٝ‬ ‫رخ٢ىحء‬ ‫ٚػ١ك‬ ‫اٍطزخؽ‬ ‫ٚطَطزؾ‬ ‫ٌٍشَوش‬ ‫حٌٍّّٛٓش‬ ‫غ١َ‬ ‫رمٛس‬ ‫٠ئػَ‬ ‫حٌزؼ١ي‬ ‫ٚحٌّيٜ‬ ‫حٌمظ١َ‬ ‫حٌّيٜ‬ ‫ػٍٝ‬ ‫ٌٍشَوش‬ ‫حٌّخٌٝ‬ ‫ح٢ىحء‬ ‫أْ‬ ‫ظَٙ‬ ‫حٌظٔؼ١ٕخص‬ ٓ ‫ػٍٝ‬ ‫حٌظٝ‬ ‫حٌشَوخص‬ ‫فٝ‬ ‫حإلٓظؼّخٍ‬ ‫حٌـيى‬ ‫حٌّٔخّْ٘ٛ‬ ‫٠وظخٍ‬ ‫ِخ‬ ً ‫ٚغخٌزخ‬ ‫حٌشَوش‬ ‫ّؼش‬ ‫ِٚخ٠ٍؼزٗ‬ ‫ٌٍشَوش‬ ‫حٌّـظّؼٝ‬ ‫ٌٍظؤػ١َ‬ ‫لٜٛ‬ ‫ىٍٚ‬ ‫ظَٙ‬ ً ‫ٚكي٠ؼخ‬ ، ‫حٌمٜٛ‬ ‫حٌّخٌٝ‬ ‫رخ٢ىحء‬ ‫طظّ١ِ‬ ‫فٝ‬ ‫٠َغزْٛ‬ ‫حٌّٔظٍٙى١ٓ‬ ‫أْ‬ َٜٔ ‫وٌٌه‬ ، ‫وىً‬ ‫حٌشَوش‬ ‫ّٓؼش‬ ‫رٕخء‬ ‫فٝ‬ ‫ٚلٜٛ‬ ‫٘خَ‬ ‫ىٍٚ‬ ِٓ ‫المشروبات‬ ‫بشركات‬ ‫التنافسى‬ ‫التميز‬ ‫تحقيق‬ ‫فى‬ ‫ودورها‬ ‫للشركات‬ ‫الذهنية‬ ‫الصورة‬ .... ‫الطويل‬ ‫الجواد‬ ‫عبد‬ ‫حمدى‬ ‫رانيا‬ ‫التا‬ ‫المجلد‬ ‫سع‬ ‫الثالث‬ ‫العدد‬ -‫الثاني‬ ‫الجزء‬ 8102 121