Resumo

La importancia de la gestión profesional de la imagen corporativa. Punto Cero [online]. 2007, vol.12, n.14, pp.59-64. ISSN 1815-0276.

Abstrac The professional action of corporate image should be carried out from a new scope of communication: the XXI century paradigm that comes out of a new understanding of the company’s action: what matters is not what is done but what is said. Who says so understands that the invisibles assets are much more valuable than the tangible assets; for this reason this new professional of communication is a CEO in Communications (Director or Dircom) who is in charge of the most valuable resource of the organization his image linked to its culture and corporate identity.

Palavras-chave : corporate identity; Dircom; organization.

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