“Social Media as Multipliers in Nation Branding provided it has a Well Defined Strategy”

Authors

  • Manuel Santillán-Vásquez Universidad de Lima (Perú)

DOI:

https://doi.org/10.26439/contratexto2016.n025.657

Abstract

Villafañe has conducted the first study of Spain’s Country Brand from the Theory of Reputation perspective. According to the author branding is the promise that a company or a country makes to its stakeholders. Villafañe proposes a scientific and professional approach on building a Country Brand and seeks to identify thoroughly the branding promise to then compare it with the identity of a nation. The study delves into the proposition of value and links it to the expectations and interests of diverse stakeholders. This interview intends to assess carefully some key aspects of its methodology.

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Author Biography

  • Manuel Santillán-Vásquez, Universidad de Lima (Perú)
    Comunicador con experiencia en estrategias de comunicación corporativas (interna-externa). Tiene el grado de magíster por la Ludwig Maximiliams Universität en Múnich (Alemania) y es candidato a doctor por la Europäische Universität Viadrina en Frankfurt Oder del mismo país. Ha sido consultor científico en el desarrollo de plataformas de Internet E-learning y gestión del conocimiento y desarrollador
    de campañas de promoción y publicidad en medios masivos y social media. Actualmente se desempeña como consultor en temas de cultura, identidad, imagen y reputación, y es investigador y docente universitario en Perú y Alemania.

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Published

2016-07-08

Issue

No. 025 (2016)

Section

Interviews

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