Every company has a real identity perceived externally by the image it refers to. The latter is built on its culture, the values it embodies, its strategic goals and objectives, the personality of the brands exploited, the products and services it markets, and so on. In short, branding depends on a number of factors. Mastering this communication requires a voluntary attitude in order to bring the message that the company wishes to communicate and the communication channels / channels involved: advertising positioning, attitudes and behavior of employees, telephone reception, packaging of products, etc. The stakes are high. A strong brand image and it is a loyalty rate that flies away. The result is a better profitability of the company, products and services that are easier to market, and better competitiveness in the face of competition. This image is built over the history of the company and the strategic decisions shaping its trajectory.