“These authors define corporate identity as everything that the formal members of the company think and feel about it, which derives from the perception of the central, distinctive and enduring characteristics of the organization,” (Pérez & Rodríguez del Bosque, 2012, p.2). Based on this definition of corporate identity, this concept is a means for a company to have a set of essential characteristics that differentiate it from other organizations. These characteristics are disclosed through formal documents to have the desired identity and represent them through corporate values, vision and mission (Pérez & Rodríguez del Bosque,