English :: Español
Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 27, July-December 2018

Authors

Ana Sebastián Morillas Universidad de Valladolid, Segovia, España
anaseb@hmca.uva
Abel Monfort ESIC Business & Marketing School, Madrid, España
abel.monfort@esic.edu
Belén López ESIC Business & Marketing School, Madrid, España
belen.lopez@esic.edu
Title Analysis of content trends and brand communication platforms in Spain Summary 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. Keywords Communication strategies, commercial brand, corporate brand, Delphi, stakeholders.

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