Resumo

MUNOZ ANTONIN, María Isabel. Reputación corporativa: Trustmark y activo de comportamientos adquisitivos futuros. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2010, n.33, pp.23-40. ISSN 1853-3523.

The following article approaches corporate reputation, relating it to the brand value and tying it to the management of assets and liabilities, in the frame of a communicational platform. In the article a refection is made around the process of planning, maintenance and control of assets linked to reputation, in which Public Relations are involved as well as other disciplines. In addition, sensitivity of the organization bonds with its stakeholders is deeply analyzed. For this, it approaches consequences of reputation risk and the concept of transforming organizations, in a permanent monitoring of the intangible resources on communication and management platforms, to allow that their logos could be able to tell a corporate history, with relevance to strategic targets and integrity for his credibility.

Palavras-chave : Brand; Communications people; Corporate reputation; Institutional communication; Organizational communication; Public; Public Relations; Stakeholders; Strategic communication.

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