| Summary: | In this work, the function of the communication management is characterized in the development of the corporate Identity. In order to accomplish that, the components of the corporate Identity were established, regarded the double nature of the Identity: (Emission - perception) and the relation was identified among the level of solidity of the corporate identity with the behavior of the communication management. In the first analysis, the variables are explained theoretically established to develop a new offer; second is corroborated in the empirical plane the relation formulated as hypothetical supposition. As result, it was established, besides all three components widely explained by diverse authors: (the symbolism or audio-visual identity, the communication and the behavior), a fourth component: The basic organizational principles. One concludes that the maintenance of the identity is an inherent responsibility of a good communication management. The empirical corroboration demonstrates also, that the organizations that are characterized by a weak identity in some of its four components, they demonstrate weak or void communication management and in consequence they do not possess a solid identification. Definitively the communication, since fourth component has to be managed due to its complex nature, since it is generated from the basic principles and only it makes the emission of the same ones possible. It shows itself by means of the behavior organizational, the symbolism and the messages.
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