Abstract. Let A and B be two unital C * -algebras. Denote by W (a) the numerical range of an element a ∈ A. We show that the condition W (ax) = W (bx), ∀x ∈ A implies that a = b. Using this, among other results, it is proved that if φ : A → B is a surjective map such that W (φ(a)φ(b)φ(c)) = W (abc) for all a, b and c ∈ A, then φ(1) ∈ Z(B) and the map ψ = φ(1) 2 φ is multiplicative.