CSR in managing brand identity in medium and large companies in Manizales, Colombia

Abstract

This article analyzes the way in which three Colombian companies manage their identity through Corporate Social Responsibility work, from a strategic conception of issuance and link with stakeholders. From the theoretical perspective the concepts of identity, brand image, as well as communication and Corporate Social Responsibility are approached. In the methodology, semi-structured interviews with 9 professionals linked to three companies under study were used, which inquired about the way in which these companies manage their identity and brand communication through the Corporate Social Responsibility actions. The results and conclusions show that although identity management is a very important issue for companies, they do not take into account in this work the Corporate Social Responsibility actions.