CORPORATE IDENTITY IN THE BRAND CO-CREATION ERA

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