Please use this identifier to cite or link to this item: 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 SizeFormat 
CORPORATE IDENTITY IN THE BRAND CO-CREATION ERA.pdf354,23 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.