by Juan Carlos Arranz · Gestión 2000 · tapa blanda · ISBN 9788480881692
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«Gestión de la identidad empresarial» is the consulting manual by Juan Carlos Arranz, published by Gestión 2000 in paperback (168 pages, in Spanish).
It distinguishes institutional, corporate, brand and product identity; explains that it is not just design, communication or advertising, but a strategic resource and a key success factor. It sets out how to manage and evaluate it, its impact on results, the areas of intervention and the phases of action.
The book was published in 1997, its subtitle is «y su impacto sobre los resultados» and it belongs to the Manual de Consultoría collection.
For executives, consultants and professionals interested in corporate image and identity.
