Branding and strategy : about corporate values chapter published in French under the title "The company between technical and social values" in Valeurs aux fondements de la sémiotique ", L'Harmattan, Paris, 2015[L'entreprise entre valeurs techniques et sociales]

A company needs to be valued both internally and externally by all the stakeholders. Externally so that receivers buy its products or use its services; internally to promote the sense of belonging. In this context, identifying values, better managing them, namely representing or staging them, are important tasks in the identity/image relation. But as we work in the corporate world and not in a laboratory, several definitions of the value range coexist. The first problem we will encounter will be to agree on what a value is to know how to work on it.