The role of documentation in the evaluation and management of organizations corporate image

Abstract

Currently, the competition between companies is not so much based in the different products they offer but the ability to differentiate itself through the management of what are called intangible assets: Corporate image, brand and reputation, among others. This trend requires, at first, a renewed corporate image management that requires two fundamental phases: an assessment of the image in order to analyze it within a specified time and proper management of this image, enabling the company to achieve an optimum position in the minds of the public of the organization. Concerns about corporate image is essential for midsize organizations that have not yet understood or are beginning to understand that the differentiation is not tangible enough to find competitive advantages in an increasingly globalized market. The task of evaluation and management require detailed planning that can be developed through the elaboration of a series of processes, documents and manuals that require significant review of documents. For the evaluation of the image is necessary to begin developing an Audit of the image whose review should be exhaustive internally and externally. This first phase will be completed in stage management, including development of a series of documents, programs and manuals necessary, in long term, for the organization to be able to benefit in terms of added value. Therefore, it is to highlight the important work that should develop interdisciplinary professional communication and documentation for creating competitive advantages in the economy of the twenty-first century enterprise.