To establish joint strategic starting points of the organisation that will have to be translated
into consistent communications; in other words, to defi ne a corporate identity that is in
line with corporate strategy.
2. To reduce the gap between the desired identity and the image of the company (corporate
image) that exists with its target groups.
3. To organise and control the implementation of all the communications eff orts of a
company, in line with the two above-mentioned principles.