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If today we can speak about a consumer ethics, as the result of the growing awareness of citizens, this means that the opinions who consumers take are no longer just based on the prices of goods or services and their respective quality (s), but in the attention that is given to the type of company that is behind the product or service that is acquired (Echeverría-Ríos, 2018). In this perspective, the ethics of consumption is closely linked to the ethics of business, which lends the responsibility to think the strategic action of the respective organization in the plan of sustainable development to the operational concept of Social Responsibility. Thus, the relevance of intangible values in organization´s action stands up. This book will discuss those issues — intangible management and responsible and sustained brands in the reputation economy — in the Iberoamerican space, through reflections and scientific research, as well as the presentation of case studies by researchers from 18 universities in six countries.

Dividida en cuatro partes –1) Gestión de marca; 2) Reputación corporativa, Responsabilidad social y Sostenibilidad; 3) Transparencia; 4) Comunicación integrada de marca– la presente obra pretende profundizar en el debate sobre estas materias desde una perspectiva supranacional, comparando experiencias, presentando estudios y reflexiones científicas, a la vez que analiza estudios de caso en diferentes ámbitos del espacio iberoamericano a través de la mirada de especialistas de 18 universidades de Europa y América Latina, distribuidos en seis países: Portugal, España, Brasil, Argentina, Chile y Colombia.

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