Auditoria de la imagen corporativa de la Orquesta Sinfónica de Cuenca

Abstract

The main objective of this research work is to carry out an audit of the corporate image of the Cuenca Symphony Orchestra, providing the institution with the optical instruments to achieve a high level of impact through its image both internally and externally. Therefore, this graduation work has been defined and done first, addressing the main theoretical and conceptual foundations of both organizational communication and the institutional image together with the main factors that determine and encourage a level of presence in the environment in which it develops. We also considered the deployment of an institutional analysis, for which we counted on the participation of all members of the human talent team of the orchestra, this not only demonstrated the need to jump to a new stage of institutionally in the Cultural entity, But rather represents the willingness to receive and put into action each of the ideas and suggestions of external consultants or professionals. In this way, the organization is advanced to a structural level. Finally, a series of phases and stages is presented as an achievement for the achievement not only of institutional objectives but also creates a great sense of belonging on the part of its collaborators, in addition to the favorable impact that is obtained in society in general.