The article examines the impact of the war on the formation of the company's image in foreign markets. Mechanical engineering is one of the leading branches of Ukraine. Now this area of the economy is suffering greatly due to Russia's invasion of Ukraine. Entrepreneurs faced many problems during martial law. In order to rebuild the production strategy, a lot of time and resources are needed. Entrepreneurs are focused on safety measures for their employees and relocation of production, so the image of the enterprise has become the last task for them. In the field of mechanical engineering, it is always difficult to form a strategy for image development in foreign markets. A positive image is necessary for the development of the enterprise and long-term cooperation in foreign markets. It was found that usually the image of industrial enterprises is formed in mass media. For this, it is necessary to attract qualified employees. During the martial law, there is an outflow of personnel, which negatively affects the activities of enterprises. Managers need to pay attention to the psychological state of their co-workers. During the war, entrepreneurs need to develop or modernize the means to develop their own image, because many new obstacles have arisen in the markets. It is also worth paying attention to corporate social responsibility during the war, for example, helping the affected population. Such measures can have a positive effect on the perception of other entrepreneurs about the organization. To solve problems related to the company's image, it is necessary to develop a strategy both at the internal and external level. The authors considered the image of the enterprise on the foreign market, and also investigated the stages of its formation. In addition, various studies of Ukrainian scientists on the topic of image during the war were analyzed. In addition to the war, there is an increase in competition and globalization of the market, which also negatively affects the development of enterprises. As a result of the study, solutions to some problems for the enterprise were proposed.