Correspondencias & análisis

Car Brands Positioning in UEMC University Students: Differences in Perception based on Driving Experience

Abstract

This paper provides an analysis of car brands positioning on a sample of UEMC university students. The statistical method used was simple correspondence [...]

El profesional de la información

Relato transmedia vinculado a marcas: el personaje de Benito como instrumento de branded content

Abstract

The introduction and consequent consolidation of information technology and telecommunications in audiovisual stories gives the receiver the ability to change from the traditional role of passive spectator to active user. In this scenario it is necessary that brands and creators work [...]
El profesional de la información

Brand equity management in the newspaper industry. The case of La vanguardia

Abstract

Newspaper companies have extended their brands through new media. Brand equity is their main competitive advantage. However, most of them do not manage that asset. On the one hand, this article analyses the literature on brand management in media companies. On the other hand, it studies [...]
Petronila Liz Contreras Yalico's personal collection

Strategy and management, the foundations of any successful brand

Abstract

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the [...]

Correspondencias & análisis

Strategy and management, the foundations of any successful brand

Abstract

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the [...]

El profesional de la información

Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Abstract

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion [...]
El profesional de la información

The branded podcast as a new brand content strategy. Analysis, trends and classification proposal

Abstract

Podcasting is all the rage. The distribution of audio content has recently gained great momentum on a personal, media and business level. In this context, brands have begun to see the opportunity to use this communication tool to connect with the audience and generate emotional bonds [...]
El profesional de la información

Influencers with physical disabilities on Instagram: Features, visibility and business collaboration

Abstract

In the digital world, social media have become important for people with disabilities in terms of communication and visibility. They have also become the ideal place for activism, as they allow the self-representation of disability by the content creators themselves. This social group, [...]