29 july, 2015

New Horizons and Prospects in Strategic Management of Corporate Reputation

Organizational values, often viewed as a set of theoretical principles, should turn into r ...

24 june, 2012

The Role of the Brand in Differentiating Companies in the New Economy of the 21st Century

Branding evolved from the focus on the visual design, logos, symbols, colours and fonts to ...

24 may, 2013

A new way of doing advertisement: Branded Content

Are entertainment formats prevailing to traditional advertisement? What is the best way to ...

24 november, 2011

Mission, vision and values of the company: the centre of a good CSR praxis

What is the purpose of the self-declaration made by a company, the elements which make up ...

16 september, 2011

New brand values or brands that are adopting new values?

Brands no longer aspire to satisfy, not even to build customer loyalty, they expect to bec ...

19 october, 2012

Winning back confidence in the face of the crisis, and managing that trust in the changing environment of the digital age

In times of uncertainty, confidence is undermined – causing widespread doubt and sce ...

20 november, 2014

Internationalization, digitalization and crisis management – the new challenges of corporate communication

As the old saying goes, if you don’t communicate, you don’t exist. Today, in o ...

29 july, 2015

More conscious and coherent brands: building reputation from within

Coherence of identity and reputation is essentially a reflection of a conscious decision-m ...

21 march, 2014

The boom of co-creation: brand management that listens to stakeholders and involves them in its processes

Brand Management is becoming an increasingly multi-actor discipline that encourages custom ...

28 december, 2011

The new Reputation Economy and the recovery of the ‘Spain’ brand.

Spain is a mature country, with a current high risk that it will get through in time but, ...