This thesis emphasizes the importance of organizational culture as an internal organizational element on forming image and reputation among customers as external organizational public. Organizational culture defines organization processes according to tasks and employees that can, to a greater or lesser extent, act in accordance with the culture of the organization and thus have an impact on the public, whereby customers are the key public in the retail chains. For this reason, research has been conducted to determine the extent to which the elements of organizational culture of domestic chains affect the image and reputation of customers, and ultimately its influence on choosing a prefered retail chain. The thesis is divided into several chapters. The introductory chapter briefly describes the topic of thesis as well as the conducted research. The second chapter defines the concept of organization and elaborates types, design stages and processes of organizational culture. In the third chapter, the role of organizational culture is evaluated and the possibility of its influence on change, or the way in which organizational culture can be improved. The next chapter deals with the effects of organizational culture on processes and employees within the organization, ie the contemporary trends of organizational culture. Furthermore, the fifth chapter defines the impact of the strategy on organizational culture, while sixth elaborates organizational identity, image and reputation. The seventh chapter defines the brand and its impact on business, while the following deals with internal and external communication of the organization. Finally, a survey of the impact of organizational culture on the image and reputation of domestic retail chains was conducted in the domicile population.