The importance of the brand's image as a tool for forming the competitiveness of a business in the process of its adaptation to a new socio-economic reality is outlined. Certain aspects of image building at the level of technology for constructing socio-economic reality during adaptation processes, at the ideological level of individuals' mentality and at the ideological level in the context of value orientations are considered. The concept of image chronotype as an integral structure in the space-time continuum, adjusted according to the parameter of the value of time as the most important resource, is proposed. The image in the space-time continuum manifests itself as a multiplier that increases the impact on participants in the information and communication process in the context of market transformation within the boundaries of the formed marketing and communication fields by subjects of developing business. A business image sustainability management model has been developed as the most important link in its competitiveness, provided through marketing and behavioral adaptation of subjects in the contour of spatial, temporal and value dimensions, providing for the implementation of resource-based innovation processes in the interests of maintaining and accumulating reputational capital by subjects at different levels, as well as the implementation of constructive changes in public consciousness in the vector of social the dominator.