Auditoría de identidad e imagen en la UEB de la organización básica eléctrica Sancti Spíritus J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 https://doi.org/10.5281/zenodo.14293216 ISSN: XXXX-XXXX ORIGINAL ARTICLE Identity and image audit in the UEB Sancti Spiritus basic electric organization  Yailen Franco-Cordero yailen@elecssp.une.cu UEB Empresa Eléctrica Sancti Spíritus, Cuba. Received: 25 October 2024 / Accepted: 21 December 2024 / Published online: 10 January 2025 © The Author(s) 2025 Yailen Franco-Cordero 1 · Dámaris Valero-Rivero 2 · Elsa Ramos-Ramírez 3 Abstract The research was conducted at the Basic Business Unit of the Sancti Spíritus Basic Electric Organization, with- in the context of an organizational change process linked to the strengthening of the socialist state enterprise in the up- dating of the Cuban economic model. This scenario included new regulations, such as the Social Communication Law, which reinforced the importance of communication, identity, and institutional image. The objective was to design an iden- tity and image audit model for this unit. Qualitative methods were used, with a descriptive design and an interdisciplinary approach, taking into account cultural and individual factors in the construction of identity and image. The proposed mod- el includes phases and steps distributed across four compo- nents: functional, cultural, commercial, and visual, involving managers and workers in a synergistic manner. The results showed favorable conditions in the entities of the Electric Union for the implementation of the model, which was char- acterized by being structured in phases, ﬂexible, self-man- ageable, and aligned with other institutional processes, in accordance with the Regulation for the Implementation and Consolidation of the State Business Management and Direc- tion System and the Social Communication Law. Keywords identity and image, communicative processes, cuban companies. Resumen La investigación se desarrolló en la Unidad Em- presarial de Base de la Organización Básica Eléctrica Sancti Spíritus, en el contexto de un proceso de cambio organiza- cional vinculado al fortalecimiento de la empresa estatal so- cialista en la actualización del modelo económico cubano. Este escenario incluyó nuevas regulaciones como la Ley de Comunicación Social, que reforzaron la importancia de la comunicación, la identidad y la imagen institucional. El objetivo fue diseñar un modelo de auditoría de identidad e imagen para dicha unidad. Se utilizaron métodos cualitati- vos, con un diseño descriptivo y enfoque interdisciplinario, considerando factores culturales e individuales en la cons- trucción de identidad e imagen. El modelo propuesto abarca fases y pasos distribuidos en cuatro componentes: funcional, cultural, comercial y visual, integrando de forma sinérgica a directivos y trabajadores. Los resultados demostraron con- diciones favorables en las entidades de la Unión Eléctrica para implementar el modelo, el cual se caracterizó por ser estructurado por fases, ﬂexible, autogestionable y alineado con otros procesos institucionales, en coherencia con el Re- glamento para la implantación y consolidación del Sistema de Dirección y Gestión Empresarial Estatal y la Ley de Co- municación Social. Palabras clave identidad e imagen, procesos comunicati- vos, empresas cubanas. How to cite Franco-Cordero, Y., Valero-Rivero, D; Ramos-Ramirez, E. (2024). Identity and image audit in the UEB Sancti Spiritus basic electric organization. Journal of Law and Epistemic Studies, 3(1), 1-8. https://doi.org/10.5281/zenodo.14293216 1 UEB Empresa Eléctrica Sancti Spíritus, Cuba. 2 Centro de Estudios de la Administración Pública de la Universidad, Cuba. 3 Emisora Provincial Radio Sancti Spíritus, Cuba.

J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 2 Introduction In the current global context, organizations are changing as a mechanism to improve their performance and com- petitiveness. Companies have to adopt new management models characterized by ﬂexibility, openness, horizontal structures, the importance of establishing relationships with the environment, and innovation as a strategy to improve their competitiveness and positioning in globalized markets (Chango-Galarza, 2023; Lalaleo-Analuisa et al., 2023). Currently, the substantial changes in the economic, politi- cal, social, and technological ﬁelds that have taken place in the international arena and their direct impact on the Cuban economy considerably transform the environment and the way of operating in organizations, with even more diﬀeren- tiated environmental conditions, there is a growing impor- tance among Cuban managers and organizations to raise their quality standards, be competitive and remain in the market. Like other modern management methods, identity and image management can be used in social systems and orga- nizational forms that diﬀer signiﬁcantly from their original environment (Fonseca-Martínez & Brull-González, 2020). Consequently, universal studies of identity and image be- come relevant (Limonta et al., 2020). The conceptualization of a logo or a brand is as basic as the analysis of organiza- tional behavior, interpersonal relationships, and the exam- ination of the entity’s leadership, as these are aspects that dignify and decide an organization’s future (Brull-González, 2006; Bone-Chevez, 2020). This gives the organizational image a place of attention to positively inﬂuence the existing communication prob- lems of its identity, culture, and social behavior, such as those in the business sector (Gonzalo, 2018; Ramos-Far- roñán & Valle-Palomino, 2020; Andraus et al., 2020; Rodrí- guez-González, 2021). Considerations such as these lead to a review of the pub- lic’s role, appealing to the strategic improvement of internal and external communication so that institutions are moti- vated to deﬁne and maintain their image on the basis of a unique, national, and local identity, in line with their main mission, which would beneﬁt their positioning among their external publics. Article 25 of the Social Communication Law expresses the responsibility of professionals dedicated to organization- al communication and the need to carry out image audits. Although Decree 281/2018 does not explicitly set out the concept of audit, it does establish that the Communication Management Manual must contribute to achieving an image that distinguishes the company and promoting the institu- tion’s identity in each of the information programs (Rome- ro-Rodríguez, 2020). To reaﬃrm the identity, protect and update the company’s brand, integrated audits of the communication of the iden- tity and the formation of the organizational image must be carried out, where the parts that make up the identity and the image are examined and structurally deﬁned to make feasible the analysis of the perceptible elements, capable of contributing to the strategic functioning of the institution, about its current corporate purpose as a way of rescuing and forming values (Ramos-Farroñán & Valle-Palomino, 2020; Ueda-Valderrama, 2020). In the electrical sector, entities do not always give due im- portance to achieving and maintaining an eﬃcient corporate identity and image. Suppose we add to that the fact that with- in the service-providing institutions, there are few image and identity studies, in the speciﬁc case of the Basic Business Unit (UEB) of the Basic Electrical Organization (OBE) of Sancti Spíritus. In that case, it is projected as an institution in constant growth, perfectly capable of providing its services and responding to the development of the province, an entity whose work, achieved by the unity of its workers, has made it possible that, from academic activity, various disciplines and various approaches are studied. For this reason, it is necessary to achieve a greater con- nection with the characteristics of the environment, with the particularities of the development of science and innovation, the rescue of the values that make up the national and local identity, and the current growth of the social responsibility of socialist state companies, are elements to highlight the need to seek practical solutions to the communication problems of these institutions, based on studies aimed at reaﬃrming their identity and organizational image. Although the particular characteristics of each organiza- tion entirely determine the need to carry out an identity and image audit, it must be carried out periodically. The profes- sional experience of the author of the research - an employee of the UBE OBE Sancti Spíritus (as it will be called from now on) - leads her to aﬃrm that the communication management has been spontaneous, which inﬂuences the fragmentation and improvisation of communicative actions, poor deﬁnition of some elements that form the current identity as a whole, part of the founding history is unknown, little structuring of policies, strategies, and guidelines that centrally advocate for identity and image, which suggests the need to study further the characteristics that identify the entity, in its homogeneity and singularity and make them known, to this is added the importance of rescuing and preserving the central values of the entities of the sector in correspondence with its histo- ry and consequently, with the processes of management of identity and image in the Provincial Electric Company in general and in the UEB OBE Sancti Spíritus in particular. The objective of this research is to design an identity and image audit model for the UEB OBE Sancti Spíritus, in ac-

J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 3 cordance with its practices and situations, that can promote the principles of integration of organizational communica- tion, the reaﬃrmation of its identity, and the positive growth of its image and thus contribute to an upward positive per- ception of the public. According to Cuervo (2019), communication as an inte- grated system is today a fundamental variable of the com- plex and multifaceted organizational structure that supports companies’ strategic projects. It is dedicated to the analysis, diagnosis, organization, and improvement of the complex variables that make up the communication processes in or- ganizations in order to improve the interrelationship between its members and between them and the external public, which leads to better functioning of the company or institu- tion and the strengthening of its identity (Trelles-Rodríguez, 2018; Trelles-Rodríguez et al., 2022). The Social Communication Law approved in Cuba states that social communication in organizations enables the co- ordination and materialization of relationships between their internal and external audiences, allows the strengthening of the identity and organizational culture, as well as the consen- sus of members around their values, norms, strategic objec- tives, plans, and projects (ANPP, 2023). This law establishes that communication processes in or- ganizations respond to institutional, business, social, or other interests according to their mission or the economic or social activity they carry out. The highest oﬃcials are the direc- tors of the organs, agencies, and entities of the State, mass and social organizations, and media organizations in their respective spheres of competence. As part of their evolution, organizations have focused their attention on the intangible, and in this way, communication has changed its function by incorporating action and strate- gy. In this sense, and according to Costa (2019), the intangi- ble values in every organization are identity, image, culture, communication, and corporate reputation. The integration of identity into the image constitutes a dy- namic, structured, and reinterpreted process, fundamentally through the values, beliefs, and standards of conduct of the organizational public. Its meanings are assumed from a pro- cess of learning and assessments that translate into behav- iors and attitudes depending on the identity and culture of the public. In this way, as the inﬂuences of the media, the inﬂuence of internal public, and the inﬂuence of the environ- ment are exerted, the identity traits of the organization come closer to the image, which indicates the degree of mutation of the perceptions of the public and the relationship of mean- ings that are formed (Aimetta, 2021; Brull-González, 2006). Currently, three concepts are integrated into the institution- al communication system: identity, culture, and image, in a close dialectical relationship. In social communication, image auditing can be described as the diagnostic process through which an organization’s internal and external communication systems and practices are examined and improved at all levels (de la Fuente Chico, 2019; Naula-Tenelema, 2020). According to Villafañe-Gallego (2017), an image audit is a speciﬁc instrument for evaluating an entity’s corporate image based on a focused review of the company’s policies that have the greatest inﬂuence on said image. This research should be considered a priority for the institution because, based on the results obtained, new policies for communica- tion management will be modiﬁed or drawn up. In the current context, a comprehensive audit of the com- pany’s identity and image (Rodríguez-Rad, 2015) is essen- tial. This audit is the basis for knowing what we are and how diﬀerent audiences perceive us. In this way, clear ob- jectives can be established and, according to these, towards which attributes we should aim and act (Bone-Chevez, 2020; Vire-Riascos, 2019). Among the scientiﬁc background of the audit models, at the international level, the best-known and most applied proposals in Cuba are analyzed: Audit model oriented to the professional management of the corporate image in Spanish companies (Villafañe-Gallego, 2017); Image audit model oriented to the corporate strategy of the company, focused on communication (Costa, 2019) and the Image audit model oriented to the analysis of the logical ﬂow of communication (Sanz de la Tajada, 2013), in addition to bachelor’s, master’s and doctoral theses at the national level, it is decided to take as a starting point for the present research, the methodolog- ical proposal of Brull-González (2006), taking into account that it has been designed for the context of a Cuban media outlet. The model formulated is based on an organizational re- ality. Its objective is to examine and structurally deﬁne the parts that make up the identity and image of the UEB OBE Sancti Spíritus in order to make feasible the analysis of the perceptible elements capable of contributing to the strategic functioning of the institution. The audit assumes the char- acterization of the identity and, at a second level, the exam- ination of the existing image about its current corporate pur- pose as ways to deﬁne, conserve, strengthen the identity, and promote the image from the perspective of the entity itself, so that the communication implicitly carries the competitive capacity of the institution as a whole. Methodology The research is developed from the qualitative methodo- logical perspective, a non-experimental design and a des- criptive type, from this perspective diﬀerent methods of the theoretical, empirical level are applied, such as: analy- sis-synthesis, induction-deduction, historical-logical, techni-

J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 4 ques and instruments were used for the collection of infor- mation, scientiﬁc observation, survey, interview, each with its speciﬁc samples, selected at intentional criteria by the purpose of the study. To carry out the interviews and surveys, the following typical subjects were determined: the director, commercial and operations specialists, and personnel direct- ly linked to the attention of the population and the manage- ment of communication. Data triangulation analyzes all these methods and techni- ques in an integral and complementary manner. This allowed for better results in characterizing the elements related to identity and image in the UEB OBE Sancti Spíritus. Results and discussion The results obtained from the analysis of the categories with the corresponding dimensions through the results of the instruments applied during the investigative process and the comprehensive analysis contribute to the proposal of the model for the audit of identity and image, as shown in Figure 1; the main objective of the analysis of documents and in- terviews as research instruments is to determine the speciﬁc information that the model must contain to adapt to the fun- damental characteristics of the process within the UEB OBE Sancti Spíritus. Communications to internal audiences are predominant- ly in digital format, which is why some employees do not receive all the information. Furthermore, the emphasis on using this electronic communication system restricts face- to-face communication and impacts the formation of ethical values. On the other hand, the cultural component shows a high morality and personal inﬂuence, which shows that the entity works on the conceptualization of values, highlighting ded- ication, solidarity, professionalism, quality, sense of belong- ing, social responsibility, and humanism. Within the commercial component, the entity keeps up- dated with digital technology. This possibility has allowed it to carry out a large number of tasks and raise the level of public satisfaction. This is evident in the interviews carried out with the external public, which signiﬁcantly inﬂuences the organizational image of the entity, granting it reputation and prestige. In analyzing the visual component, it is worth highlighting the use of various logos not patented or established in the Electric Union’s Visual Identity Manual. Another corrobo- rated aspect is that the entity does not have its manual or one adapted to its business context. In terms of the image that the public has, it was found that the internal public is the main thermometer for making the entity known and ﬁtting into the environment. The most commonly used means for organizational communication with the public are, in order of priority: social networks, email, meetings, and staﬀ. The results in the cultural component of the image indicate that the job satisfaction that the center provides to the inter- nal public is found in the working conditions and the salary the workers receive. In this same module of professional sat- isfaction, the following points are to improve to achieve a good image: working conditions, interpersonal relationships, and social and professional recognition. The formation of an organization’s public image is primar- ily inﬂuenced by its human capital, contribution to the terri- tory’s social development, history, traditions, and customs accumulated in its culture, and provision of services. According to the criteria consulted in the commercial component, the image is based on the commercialization of electric energy and its commercial services. Electricity is a transcendental service in the current times of technology, and when it is missing for some predicted or unexpected rea- son, the public becomes indignant, and the entity’s image is aﬀected. The generation deﬁcit and the lack of material resources to respond to the demands of the external public in recent times have also aﬀected the organization. The logo, symbol, and publications strongly inﬂuence the visual component of the organisational image. To support the organisation’s image, the identiﬁer and publications must be communicated more eﬀectively. The institution must seek congruence between what it does and what it says, between what it produces and provides, be- tween the organization and its internal publics, between in- ternal and external publics, between the organization and its external publics, and between the organization and society. The model proposal is assumed as an alternative that es- tablishes the direction from a broad and global perspective of the actions aimed at solving the problems detected in a particular segment of human activity, as shown in Figure 1. The model’s components are justiﬁed by the institution’s organic activity, its dynamic culture, and the need to proj- ect it to its audiences. Each of its parts, the functional, the cultural, the commercial, and the visual, expresses interre- lated subsystems, which the institution must assume as a structured whole to harmonize the three elements proposed - identity, communication, and image - with the organization’s environment, focusing its objectives on the audit. The audit is based on identity, reﬂecting its responsibility to society. The UEB OBE Sancti Spíritus will be evaluated ﬁrst by determining its identity, deﬁning the four parts dealt with in the model, and assessing its identity in a global con- text. The identity will then be examined qualitatively by the components of greater stability that come from its founda-

J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 5 tion. This assessment allows us to understand the entity’s iden- tiﬁers. These features characterize and distinguish it from its competitors and within that business system and from the public’s perception of the UEB OBE Sancti Spíritus. The components determined in the model are used to develop the elements of the image, which is considered a fundamental component for the institution’s strategic man- agement. It has a cumulative and lasting value in the pub- lic’s minds. It has an intangible value that is imposed as an organizational need and transcends all the institution’s com- municative actions. Part of this phenomenon is the existence of an integrated and fragmented image, taking into account the three levels of image reading (auditory, visual, and audiovisual) and the accessibility of the public to the knowledge generated in the organization, as expressed in the ﬁrst chapter of this report. The implementation of the proposed model—character- ized by its ﬂexibility—would contribute to giving a systemic and organic character to the communication processes of the UEB OBE Sancti Spíritus by that organization’s missionary purposes and with the Social Communication Policy of the Cuban Government and State, approved in 2018, and the Communication Law approved in 2023. The last phase involves analyzing and processing informa- tion using diﬀerent techniques to interpret the current con- ceptualisation and objectiﬁcation of identity and image. The results of the applied research are prepared in a summary re- port. The public’s perception of identity is assessed on an ob- jective and subjective level. The components and elements that make up the essential communication processes of the entity are analyzed, and how they are interrelated. The causes and eﬀects of identity and image phenomena are investigated based on the criteria and the techniques used in the diagnosis. Functional characteristics are examined, and cultural and visual characteristics are related to commu- nication. Communication principles and normative precepts are re- quired for an identity to be consistent with its image. These principles generate regulations that preserve the organiza- tion’s mission and contribute to its management policy and operational objectives. The examination of the image in correspondence with its identity does not aim to place one element above another but rather to bring the identiﬁed features closer to the image perceived by the public, both internal and external, as shown in Figure 2. According to Brull (2006), deﬁning identity in terms of its current social purpose and forming a positive or nega- tive image is recommended to determine the congruence of identity and image and their proportional relationships. The institution must seek congruence between what it does and what it says, between what it produces and oﬀers, between the organization and its internal public, between internal and Figure 1. Model proposed, adapted from Brull (2006).

J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 6 external publics, between the organization and its external public, and between the organization and society. Finally, Table 1 provides an analytical summary of the congruences between identity and image and their propor- tions. -High congruence: When there is a harmonious relation- ship between the elements that deﬁne the identity and the organizational image. -Low congruence: When the components and elements of the identity are not deﬁned. When perceived in correspon- dence with a part of the deﬁned identity. When little is per- ceived concerning the current identity. -There is no congruence when the elements and compo- nents are not perceived according to their identity. -Proportional relationship when what is perceived is bal- anced with the current identity. The implementation of the proposed model, characterized by its ﬂexibility, would contribute to giving a systemic and organic character to the UEB’s communication processes, following that organization’s missionary purposes and with the Social Communication Policy of the Cuban Government and State, approved in 2018, and the Communication Law approved in 2023. In this way, the model contributes to guiding the manage- ment of corporate communication, in which all its audiences take part, mainly the executives, who play a leading role in the core of the identity. Conclusions The bibliographic review reaﬃrmed the strategic relevan- ce of managing intangible assets for organizational success, highlighting the need for planned and coordinated eﬀorts to align corporate identity and image with institutional goals. In the case of the Base Business Unit of the Basic Electric Organization (UEB OBE) in Sancti Spíritus, the analysis revealed a lack of strategic planning in the management of identity and image. Although the importance of the topic is acknowledged, the absence of structured auditing processes Figure 2. Relational diagram of identity and image, based on the proposal of Brull (2006). Table 1. Congruence matrix: Organizational identity and image Key or relation Identity-Image High congruence Low congruence There is no congruence Relationship proportional Component Functional Cultural Commercial Visual

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J. Law Epistemic Stud. (January - June 2025) 3(1): 1-8 8 Author contributions Yailen Franco-Cordero, Dámaris Valero-Rivero and Elsa Ramos-Ramírez: Conceptualization, data curation, formal analysis, investigation, methodology, supervision, valida- tion, visualization, drafting the original manuscript and wri- ting, review, and editing. Data availability statement The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request. Statement on the use of AI The authors acknowledge the use of generative AI and AI-assisted technologies to improve the readability and cla- rity of the article. Disclaimer/Editor’s note The statements, opinions, and data contained in all publi- cations are solely those of the individual authors and con- tributors and not of Journal of Law and Epistemic Studies. Journal of Law and Epistemic Studies and/or the editors disclaim any responsibility for any injury to people or pro- perty resulting from any ideas, methods, instructions, or pro- ducts mentioned in the content.