The role of the Chief Communications Officer (CCO) in managing intangibles - Ecosistema de conocimiento de Corporate Excellence
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Communication

Studies & Reports May 2012

The role of the Chief Communications Officer (CCO) in managing intangibles

The lack of a single officer who can take charge of managing the main intangible assets of an organisation is a major obstacle to the recognition and improved management of those assets. If firms and institutions decide to institutionalise this role in a CCO, he/she can become a decisive figure.

This document analyzes the role of the CCO managing intangible assets.

This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, the speeches by José Carlos Martínez Lozoya, Had of Corporate Reputation at Iberdrola ; María Such, Head of Reputation at BBVA; Pilar Marqués, Head of Corporate Reputation, Branding & Digital Communication at Repsol; Joan Costa, associate lecturer at various universities and an expert in branding; Ana Casado, tenured lecturer in Communication at the University of Seville; María Fernanda Castillo, Brand Manager at Telefónica; María Sánchez del Corral, Head of Corporate Marketing & Branding at Santander; Carles Feliu, Head of Branding & Corporate Image at La Caixa; Clara Bazán, Head of CSR at Mapfre; and Cristóbal Mora, Head of Corporate Responsibility at Meliá Hotels International delivered during the El Escorial Summer Course on “Recovering Confidence. The Reputation Economy in the New Corporate Paradigm” organised by Corporate Excellence – Centre for Reputation Leadership and the Complutense University of Madrid on July 16-17, 2012.