Brand management from a cultural approach.Case study of consumer brands that operate in the Spanish market. VodafoneThe relationship betweenbrand image and online marketing strategies

  1. Paloma Sanz-Marcos
Revista:
IROCAMM-International Review Of Communication And Marketing Mix

ISSN: 2605-0447

Año de publicación: 2019

Volumen: 2

Número: 1

Páginas: 7-13

Tipo: Artículo

DOI: 10.12795/IROCAMM.2019.V02.I01.01 DIALNET GOOGLE SCHOLAR lock_openIdus editor

Otras publicaciones en: IROCAMM-International Review Of Communication And Marketing Mix

Resumen

The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands based on the cultural branding model, allows to build brands that manage to absorb and reflect the culture that surrounds them becoming containers of identity myths that advertisers take advantage of to create attractive messages for their audiences. This approach, devised by Douglas B. Holt (2004), proposes to work on the collective nature of the brand through its interaction with everyday situations and its relationship with the cultural environment that surrounds it. This communication proposes to analyze the cases of Campofrío and IKEA as potential cultural brands. The results indicate that, in effect, these brands manage to advertise themselves as iconic brands that have been able to take advantage of the social tensions and disruptions experienced by the Spaniards such as feminism, brain drain or political polarity, to issue a relevant and attractive message for potential consumers.

Referencias bibliográficas

  • Batey, M. (2013). El significado de la marca: cómo y por qué ponemos sentido a productos y servicios. Buenos Aires: Granica.
  • Bernárdez, A. (2007). Mujeres inmigrantes en España: representaciones en la información y percepción social. Madrid.
  • Campbell, J. (1994). Los mitos. Su impacto en el mundo real. Barcelona: Kairós.
  • Cassirer, E. (1994). Antropología filosófica. México D.F.: Fondo de Cultura Económica.
  • Fernández, J.D. (2013). Principios de estrategia publicitaria y gestión de marcas. Nuevas tendencias de brand management. Madrid: McGraw-Hill.
  • Geertz, C. (1990). La interpretación de las culturas. Madrid: Gedisa.
  • Heding, T.; Knudtzen, C.F. & Bjerre, M. (2009). Brand Management. Research, theory and practice. New York: Routledge.
  • Holt, D. (2004). How brands become icons: The principles of cultural branding. Boston: Harvard Business Press. Holt, D. (2005). “How societies desire brands: using cultural theory to explain brand symbolism”. In: S Ratneshwar & D
  • Mick (eds.) (2005). Inside consumption: Consumer motives, goals, and desires. London: Routledge.
  • Ollé, R. & Riu, D. (2009). El nuevo brand management: cómo plantar marcas para hacer crecer negocios. Barcelona: Gestión 2000.
  • Schroeder, J. (2009). The cultural codes of branding. Marketing Theory, 9(1), pp 123-126. Williamson, J. (1978). Decoding advertisements. Londres: Marion Boyars.
  • Williamson, J. (1978). Decoding advertisements. Londres: Marion Boyars.
Fuente de los datos: Dialnet