Corporate identity: Generating strategic planning

The theme of this paper is Corporate Identity and the objective is to show how important is the identity in the companies in these times. The Corporate Identity is an expansive strategy of the brand, and an absolute strategy of communication. It is the reflection of the company as a whole. Being a valuable asset closely linked to the business plan and the market to be served. It is composed of three important and fundamental elements: branding, communication and corporate culture. The research methodology is descriptive and the research was carried out on a company from Mendoza called Durang S.R.L. dedicated to the elaboration, production and fractionation of pickled products and olives.