Resumen

MAMANI ALCON, Anahí Marisol. Corporate image design to consolidate the identity of 'Maquinchef' importer in its internal and external public from La Paz city. CE [online]. 2016, vol.7, n.20, pp. 30-36. ISSN 2075-8952.

At present, there has been a growing difficulty in differentiating existing products or services, therefore, Corporate Image has acquired a fundamental impor-tance, creating value for the company and establishing itself as a strategic intangible asset. Through an exhaustive study, carried out at a theore-tical and practical level, the current diagnosis of the Corporate Image of MAQUINCHEF (importer and distributor of industrial machinery for food) was deter-mined. The results are obvious: the external public does not have a good perception of the company and it is difficult to remember (the Visual Identity) the name and logo of the company. As for the internal public, an ignorance of the Culture-Corporate Personality and a deficient Internal Communication was detected. Adesign of twelve Corporate Image strategies was pro-posed in practical and systematic ways, which are in-tended to be the first step in a process towards a consolidation of the Corporate Identity of MAQUINCHEF. Likewise, the proposal aims to be one of the fundamental pillars for the marketing plans that the company has in the future in the long term and thus generate greater profit (not only for Image, but also economic) for the company.

Palabras llave : Corporate image; Marketing; Identity.