Ontological branding. Communicative strategies of social responsibility for designing Corporate Citizenship

Abstract

Analysis of the comunicative strategies of the ontological branding, based in a social andcultural "empowerment". This model can be seen in the Corporative Social Responsability paradigm, the fr amework of global principles wich promotes an agreed ethic between privates and publics interests through the design of "Corporate citizenship".
To explain this it would be described the Barcelona Center for the Support of the Global Compact case, an internacional technical agency wich coordinate the work between Fundació Fórum Universal de les Cultures and United Nations for the insertion of the "Corporate Citizenship" transcultural model in diverse cities of the world: Barcelona 2004, Monterrey 2007 and Valparaíso 2010.