La gestión de las marcas y los valores en el turbulento contexto de la comunicación.

Abstract

El presente artículo hace un breve repaso de las principales cuestiones que afectan a la gestión de la marca en un mercado progresivamente globalizado muy cambiante y lleno de conflictos. La introducción del valor en la gestión de la marca ha complicado todavía más las acciones de comunicación porque introduce contenidos y modelos de gestión que no siempre cabe comunicar a través de las herramientas tradicionales de la comunicación de marca. El valor exige nuevas formas de pensar la comunicación y nuevos modelos que requieren el compromiso de la política y del conjunto de la sociedad. Este valor expresa la necesidad de un nuevo paradigma que exige pensar de otra manera la empresa y el universo corporativo.The present article gives a brief summary of the main factors that affect brand management in an increasingly globalized, highly unstable and conflictive market. The inclusion of a «value concept» into the brand management has further complicated communicational matters, mainly because it has introduced contents and management models that cannot always be communicated by use of traditional branding tools. The value demands not only new ways of thinking about communication but also new models that require commitment of both political institutions and society as a whole.This value expresses the necessity of applying a new paradigm that implies a change in the way we understand business and the universe of corporate communications. ABSTRACT RESUMEN

Strategy and management, the foundations of any successful brand

“…To achieve this, we will use two essential axes: professional sector/academic field and national/international theoretical production. Benavides (2017) emphasizes the imperative need to further research on brand management from the field of strategic communication. The author also adds that brand management has a strong problem associated with its multidisciplinary nature.…”

“…The axis of the professional sector and the academic field tends to try an approach with the passage of time, but today, and generally, we can assume that there is a significant gap between both concepts. Benavides (2017) insists on the idea of working together in the investigation of the phenomenon of brand strategy and its communication process, in order to seek consensus between both sides that suppose a transversal benefit and an advance in knowledge. Publications around brand management that are made from the professional sector tend to a disclosure from a purely commercial or personalistic perspective.…”

“…The holistic vision of the process is constructed through a systemic approach, understood as a network strategy where each element of a system is defined by its relationship with the elements of the same system and the system with other systems forming a network (a series of points linked by a series of relationships that meet certain properties) (Benavides, 2017).…”

La comunicación como factor clave en la experiencia del consumidor para la fijación del precio

“…Se analizan las características que poseen, para establecer un valor acorde a la calidad del bien ofrecido y garantizar una utilidad por encima de los costos. La gestión de las marcas prevé el mejor posicionamiento en la comunicación social a través de mensajes con creatividad, que persiguen la conexión emocional con los grupos (Benavides, 2017).…”

The Strategic Transfer of Intangible Assets via Twitter by Spanish Listed Companies in Times of Crisis

“…The pandemic has increased the importance of the communication of intangibles (Fernández-Blanco et al, 2021), accelerating a process that was already booming in the business world to try to regain the credibility of its stakeholders (Benavides, 2017) and also to accommodate the change caused by technology (Alloza, 2017) where the most important thing is to invest in what is able to create value over time and that is also difficult for the competition to copy (Madden, 2017). Furthermore, in line with the existing literature, intangible assets are understood as those identifiable assets and resources of organisations of a non-monetary nature with/without physical appearance, resulting from past events and from which present and future economic benefits are expected, such as brands, patents, designs, company secrets, reputation, customer relations, human resources, training, etc.…”