Documentation as part of the evaluation and management of corporate image

Abstract

Corporate competition is based less on differences in the products they offer than on a company´s ability to differentiate itself through the management of what are called intangible assets: corporate image, brand, reputation, etc. A renewed emphasis on managing intangible assets is required, with two fundamental phases: image assessment at a specific point in time and proper management of the corporate image to optimize the company´s position in the minds of the general public. Attention to corporate image is essential for midsize organizations that have not yet understood or are just beginning to understand that tangible differentiation is not enough to establish competitive advantages in an increasingly globalized market. This paper addresses the value-added importance that documentation has (or should have) as companies manage their intangible assets, especially the corporate image. It also discusses the importance of organizations assuming documentation as part of managing their work. In particular, we focus on the role of documentation in the "assessment" of the image through the image audit. This first phase is completed with the "management" phase, including development of a series of documents, programs and manuals that require a significant review effort so that in the long term the organization can obtain benefits in terms of added value.