Resumo

OROZCO TORO, Jaime Alberto  e  FERRE PAVIA, Carme. The DNA of Brand Management: Conceptualizing its Intangible Value in a Dialogic Context. Signo pensam. [online]. 2012, vol.31, n.61, pp.56-71. ISSN 0120-4823.

Even today, in our knowledge society, there are conceptual limits related to key, and widely used, ideas such as identity, image and brand reputation. Even greater difficulties arise in testing and measuring the potential of each of these concepts in relation to corporate reputation. Thus, the continuous shaping of the structure of the brand, as the cornerstone of the companies in this century, requires the exploration of new ways to interpret strategic actions, the DNA that makes the difference and allows the comparison of performance through evaluations and reliable measurements, in a context where transparency in the face of the avalanche of communication is almost a requirement.

Palavras-chave : Reputation; Brand Management; Stakeholders; Corporate image; Identity; Business ethics; Social responsability of business.

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