Les valeurs (in)différentes 
entre identité et image: le cas Trenitalia

Abstract

Using the concepts of identity and values as a starting point, our paper introduces the example of the company Trenitalia to explain the differences between Corporate Identity and Corporate Image. In the first part of the paper, we define values and valorization. Then, the second part, deals with the passage between "themes" and "manifestations" of values by demonstrating how this transposition is decisive to build the identity of a company. In fact, a considerable gap between the mission of a company and the manifestations concerning this company (products, services, communication, acts, etc.) could compromise its communicative intentions and its credibility. In the third part of the paper, we propose some examples to define the Corporate Identity and the Corporate Image. In particular, in the last paragraphs we compare how Trenitalia, Italo Nuovo Trasporto and SNCF build and manage their Corporate Image.

Keywords

• identità di marca
• valori
• semiotica
• corporate identity
• corporate image
• values
• semiotics