Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras

Autores/as

DOI:

https://doi.org/10.31921/doxacom.n32a8

Palabras clave:

Marca corporativa, comunicación, marketing, análisis de contenido

Resumen

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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Biografía del autor/a

Tatiana Pereira-Villazón, Universidad de Navarra, España

Realiza su doctorado en la Universidad de Navarra en el Departamento Marketing y Empresas de Comunicación. Tiene un Máster en Comunicación Corporativa por la Universidad de Barcelona.
Sus intereses de investigación se relacionan con la creación y gestión de marcas corporativas, con especial interés en la industria audiovisual, y los principales cambios en la gestión de la marca de medios.

Idoia Portilla, Universidad de Navarra, España

Profesora de la Facultad de Comunicación de la Universidad de Navarra, es doctora en CC. Económicas y Empresariales por esta universidad. Sus principales áreas de interés son la medición de audiencias, ética y metodología en investigación de mercados, y los efectos de los nuevos medios en los tradicionales. Desde 2013, preside el Comité de Ética de la Asociación Española de Estudios de Mercado, Marketing y Opinión

Natalia Rodríguez-Salcedo, Universidad de Navarra, España

Profesora Contratado Doctor, subdirectora del Departamento de Marketing y Empresas de Comunicación y subdirectora del Máster en Reputación Corporativa de la Facultad de Comunicación
de la Universidad de Navarra. Posee una doble licenciatura en Periodismo y en Publicidad y Relaciones Públicas. Terminó su tesis doctoral en Comunicación Pública en 2004. En la actualidad, imparte clases de Introducción a las Relaciones Públicas, Comunicación Corporativa y Gestión de Asuntos Públicos en la Facultad de Comunicación de la Universidad de Navarra, donde da clases desde 2001. Coordina las menciones en Comunicación Institucional y Comunicación Corporativa para los alumnos de Periodismo y Marketing, respectivamente.

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Publicado

14-06-2021

Cómo citar

Pereira-Villazón, T., Portilla, I., & Rodríguez-Salcedo, N. (2021). Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras. Doxa Comunicación. Revista Interdisciplinar De Estudios De Comunicación Y Ciencias Sociales, (32), 159–185. https://doi.org/10.31921/doxacom.n32a8

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