El El protocolo como herramienta para la gestión de valores intangibles en las organizaciones: hacia una estrategia corporativa de marca eficaz

Objective: This article highlights the importance of protocol as a key intangible resource at the organisational level and explores how the strategic and professional implementation of corporate communication, including protocol, can strengthen the identity, reputation and trust of stakeholders in organisations. Furthermore, it analyses the intangible resources that contribute to the strengthening of the brand, providing a strategic recommendation for companies. Methodology: In the framework of an exploratory study, a narrative review of the current scientific literature on the management of intangibles is conducted, including inclusion criteria focused on protocol and other relevant disciplines such as reputation, public relations (PR) and corporate social responsibility (CSR). Based on this review, a strategic guide is developed to support brands in managing their intangible values. Discussion: The findings underline that protocol, beyond its ceremonial function, can be effectively integrated into corporate strategy to strengthen identity, reputation and trust in organisations. The integration of protocol with other intangible values generates significant synergies, contributing to sustainable value creation and differentiation in a competitive environment. Limitations: As a limitation, it is highlighted that the practical proposal may not be applicable to all organisations due to cultural and operational differences. Variations in organisational structure, corporate culture and environment may influence the effectiveness of the protocol as a strategic tool Contribution: The work contributes to the field of corporate communication by highlighting the importance of protocol as an essential tool for the management of intangibles. It provides an innovative perspective on protocol, positioning it as a key strategic resource within organisations, and offers a guide to help organisations that want to manage their intangible values effectively.