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METRICS Marcas fuertes, marcas rentables: cómo las más asociadas a ideales obtienen los mejores resultados

Conocer el valor de una marca y su contribución al negocio ha supuesto, tradicionalmente, el principal reto en medición de intangibles. Pero,...

REPUTATION From Measurement to Management: Managing Reputation to Achieve Competitive Advantage

Reputation is probably the most important asset owned by a company, and not only because it attracts and retains the best resources, but also...

BRAND From Corporate Brand to Company Brand: Authenticity, Transparency and Origin

Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive as...

PUBLIC AFFAIRS Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation

Si una empresa comprende y comparte las preocupaciones y anhelos de sus stakeholders podrá disponer de marcas competiti...

COMMUNICATION The Path to the Future of Corporate Communication Lies Through Engagement and Long-Term Relations

Trust in governments, institutions and companies is falling at a worrying speed, while trust in peers, such as family members, friends and col...

COMMUNICATION Online Comments Report 2014

Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online comm...

COMMUNICATION Executie Summary. Online Comments Report 2014

The executive summary summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily o...