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https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/1670| Title: | CORPORATE IDENTITY IN THE BRAND CO-CREATION ERA |
| Other Titles: | Communication Papers |
| Authors: | Monfort, Abel Sebastián, Ana López, Belén |
| Keywords: | corporate identity corporate reputation corporate social responsibility corporate culture social media intangible asset management |
| Issue Date: | 2015 |
| Publisher: | Universitat de Girona |
| Citation: | Monfort, A., Sebastián, A. y López, B. (2015). Corporate identity in the brand co-creation era. Communication papers, 4(08), 31. https://doi.org/10.33115/udg_bib/cp.v4i08.22065 |
| Abstract: | The following text analyzes corporate identity from a dynamic perspective. Its aim is to know if brands turn corporate values into behaviours that meet stakeholders’ expectations. Firstly,the essay explains how corporate identity is a key concept in the management of intangible assets because it can generate brand value and reputation. In order to explain this point, authors underline best practices in managing corporate vision and values. Secondly, the paper explores content and commu-nication platforms used by corporate and commercial brands. Lastly, the text sets out how brands should develop a dialogue and co-creation between company and stakeholders, genera-ting consumer participation |
| URI: | https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/1670 |
| ISSN: | 2014-6752 |
| Appears in Collections: | Documentos internacionales sobre libertad de expresión y derechos conexos |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| CORPORATE IDENTITY IN THE BRAND CO-CREATION ERA.pdf | 354,23 kB | Adobe PDF | View/Open |
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