Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras
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https://doi.org/10.31921/doxacom.n32a8Palabras clave:
Marca corporativa, comunicación, marketing, análisis de contenidoResumen
La marca corporativa es un activo intangible y estratégico de gran valor que se vincula a conceptos como identidad e imagen. Esto le ha supuesto la atención de diversas disciplinas, no solo de la comunicación. El objetivo de este trabajo es identificar dichas disciplinas, autores destacados, ofrecer una definición integradora de la marca corporativa, identificar conceptos relacionados y el área a la que se asigna su gestión. Se trata de arrojar luz sobre la importancia de una adecuada gestión de la marca corporativa. Para ello, se ha realizado una revisión bibliográfica sistematizada de los trabajos académicos publicados durante el periodo 2016-2018. Sobre ellos se aplica un análisis de contenido cuantitativo y cualitativo. Tras la revisión de 112 publicaciones académicas en 66 revistas, se observa la escasa aportación del área de la comunicación en contraste con la gestión y el marketing, de donde proceden también los autores más citados. Respecto a la gestión de la marca corporativa, destaca el papel de la alta dirección y el área de marketing. La variedad temática de las aportaciones y el valor estratégico de la marca corporativa sugieren la necesidad de aportar un enfoque multidisciplinar en la gestión y estudio de la marca corporativa.
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