Strategic Planning, Key Tool for Brand Management in the New Advertising Context

Authors

  • Santiago Mayorga-Escalada Universidad Pontificia de Salamanca (España)

DOI:

https://doi.org/10.26439/contratexto2016.n025.650

Abstract

New market conditions combined with continuous technological development in Communication, push brands to take decisions in order to ensure viability. This adaptation process makes corporations to rethink new methods of Advertising Communication. Consumers have also changed, they are well informed and discerning buyers, a fact that forces brands to build relevant relationships with their audiences letting brands to develop powerful positioning connections and create added value. These new conditions lead brands to professionalize their management practices, developing comprehensive strategic planning process to manage their brand image building through the marketing mix also called branding.

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Author Biography

  • Santiago Mayorga-Escalada, Universidad Pontificia de Salamanca (España)
    Investigador y doctorando en la Facultad de Comunicación de la Universidad Pontificia de Salamanca (España). Licenciado en Comunicación por la misma universidad. Máster en Diseño Gráfico y Estrategia Publicitaria en la Escuela de Artes Trazos (Madrid). Experto en Creatividad y Planificación Estratégica de Marca por la Universidad Complutense de Madrid, en colaboración con el Grupo GREY. Cuenta con publicaciones y ponencias en congresos de publicidad y comunicación en torno a branding, proceso de gestión y construcción estratégica
    de marca, planificación estratégica de marca en el nuevo contexto publicitario, o gestión de marca en clubes de fútbol LFP en España. Creativo en agencias,
    diseñador gráfico y planner para proyectos de place branding local en pymes ONG.

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Published

2016-07-08

Issue

No. 025 (2016)

Section

La publicidad en la cultura de lo ‘hiper’ y lo ‘trans’

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