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The necessity of taking into account the ethical aspects when taking investment decisions in the company that is caused by an increasingly traceable trend of interest of external and internal enterprise environments in the ecological, social and ethical business responsibility is substantiated in the paper. Existing approaches to evaluating the corporate image are analyzed. The conclusion that currently there is no consensus on the corporate image assessment is drawn. It is revealed that in Ukraine and Russia scientists do not differentiate the concepts of «corporate image» and «corporate reputation». It is proposed to estimate the corporate image by identifying the attitude of particular representatives of certain target groups to the enterprise. The evaluation model of the probable impact of real investment project implementation on the corporate image -- reputation component is developed. The value of the reputation component of specific real investment project is a convex linear combination of relevant (in the opinion of the decision maker) changes in the corporate reputation (in the opinion of the target groups) in the case of implementing this project. To find the values of weight coefficients, being integral parts of the developed model, we find possible to use the hierarchy analysis method. In the case when true values of the experts' competence levels are unknown, the values of weight coefficients can be estimated using the matrix model for assessing the values of these coefficients, i.e. using the model for estimating the values of weight coefficients, based on the solution of the corresponding matrix game. [ABSTRACT FROM AUTHOR]