Análisis de las tendencias en contenidos y plataformas de comunicación de marca en España

Ana Sebastián Morillas; Abel Monfort; Belén López Vázquez

doi:10.31921/doxacom.n27a7

Authors

Ana Sebastián Morillas Universidad de Valladolid https://orcid.org/0000-0001-9073-3483
Abel Monfort ESIC Business & Marketing School https://orcid.org/0000-0002-3713-7102
Belén López Vázquez ESIC Business & Marketing School https://orcid.org/0000-0001-9010-6068

DOI:

https://doi.org/10.31921/doxacom.n27a7

Keywords:

Communication strategies, commercial brand, corporate brand, Delphi, stakeholders

Abstract

This research delves into the trends in content and communication platforms used by corporate and commercial brands in Spain, and also defines the management of current relations between brands and their consumers. This research has been carried out using the Delphi method, designing four panels made up of 15 experts in different topics related to the object of study. Results show that corporate brands place identity as an engine of the content they generate, and also claim that corporate social responsibility, reputation and corporate culture are areas capable of generating relevant content. Finally, the article emphasizes co-creation, dialogue with stakeholders and contact with opinion leaders, in order to create brand experiences and be recognized.

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Author Biographies

Ana Sebastián Morillas, Universidad de Valladolid

PhD in Audiovisual Communication and Advertising from the University of Valladolid. She is currently a Senior Lecturer Professor and a professor in undergraduate and postgraduate programs. Her main lines of research are related to strategic brand planning, advertising, communication, and marketing. She has been a Fellow of the RCC at Harvard University (Cambridge, Masachusetts) and part of the Scientific Committee of various Advertising Congresses, participating as a speaker in different National and International Congresses. She is currently a member of Spanish Association of Communication Research, and of the Icono 14. Association. She is also part of the Recognized Research Group (GIR): “Brand Management and Communication Processes” at Complutense University
Abel Monfort, ESIC Business & Marketing School

PhD, SFHEA. He is currently the Head of Business Department for Undergraduate Studies at ESIC Business & Marketing School. Abel is a PhD Lecturer accredited by ANECA and a Senior Fellow of the Higher Education Academy. He was visiting scholar at the Hoffman Center for Business Ethics (Bentley University). His research is focused on CSR communication in social media. Monfort is an associate researcher at the Research Lab of ESIC Business & Marketing School and member of the Chair in Economic and Business Ethics at Comillas Pontifical University. He is also member of the research group “Brand Management and Communication Processes” hold by the School of Communication at Complutense University School.
Belén López Vázquez, ESIC Business & Marketing School

PhD. She is a senior lecturer at ESIC, Business and Marketing School, Madrid, and she has been recognized by ANECA accreditation in 2013. She is an associate researcher of the Research Permanent Unit (UPI) at ESIC since 2017. Her research is focused on CSR and communication. Additionally, she is a member of the research group “Brand Management and Communication Processes” at Complutense University, since 2011. Moreover, she is a member of the Academy of International Business and the Academy of Management since 2010 and she has participated in several international conferences and international events in the last years. ESIC Business & Marketing School, Madrid, Spain

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