Reseña del libro "The image of the insurance institution in Mbujimayi (DRC) (en Inglés)"
For a long time, communication has been an important part of corporate management. For a long time, however, companies focused their efforts and their communications budgets on promoting their brands, products or services. But, over the course of history, the company has imposed itself, beyond products and services, as the object of its own discourse or its own communication, with a view to creating, developing, maintaining, caring for and, if necessary, correcting its image. The example of Rockefeller, helped by Yves Lee, remains one of the most emblematic. Since then, the battle of the corporate image has been at the heart of the concerns of scientists, practitioners of organizational communication, but also managers of companies or other organizations. This image is defined as the set of perceptions and beliefs that an individual or a group of individuals have about the company. Having the image of a company is therefore to represent it, to attribute physical and moral characteristics to it. In the countless interactions that a company is called upon to have with its various publics.
