Managers are accountable for spreading the expected values, specifying the behaviours that cannot be accepted and enforcing the appropriate attitudes of the lower-level managers. Brand building and “healthy” corporate culture are components of a bilateral communication with all important partners as well as with employees. The image ofthe company and organizational culture that identify the company in a business environment through CSR activities, advertising campaigns or employer branding, must be reliable and consistent with the elements that the staff perceive and declare.