Revisión bibliográfica de la marca corporativa:: hacia una definición y gestión integradoras

• Tatiana Pereira-Villazón ^[1] ; Idoia Portilla ^[1] ; Natalia Rodríguez-Salcedo ^[1]
  1. [1] Universidad de Navarra

     Universidad de Navarra

     Pamplona, España

     
• Localización: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales, ISSN 1696-019X, Nº. 32, 2021, págs. 159-185
• Idioma: español
• DOI: 10.31921/doxacom.n32a8
• Títulos paralelos:
  • Review of the literature on corporate brands:: towards an integrative definition and management
• Enlaces
  • Texto completo  1    2  
• Resumen
  • español

    La marca corporativa es un activo intangible y estratégico de gran valor que se vincula a conceptos como identidad e imagen. Esto le ha supuesto la atención de diversas disciplinas, no solo de la comunicación. El objetivo de este trabajo es identificar dichas disciplinas, los autores destacados, ofrecer una definición integra-dora de la marca corporativa, identificar conceptos relacionados y el área a la que se asigna su gestión. Se trata de arrojar luz sobre la importancia de una adecuada gestión de la marca corporativa. Para ello, se ha realizado una revisión bibliográfica sistematizada de los trabajos académicos publicados durante el periodo 2016-2018. Sobre ellos se aplica un análisis de contenido cuantitativo y cualitativo. Tras la revisión de 112 publicaciones académicas en 66 revistas, se observa la escasa aportación del área de la comunica-ción en contraste con la gestión y el marketing, de donde proceden también los autores más citados. Respecto a la gestión de la marca corporativa, destaca el papel de la alta dirección y el área de mar-keting. Sin embargo, la variedad temática de las aportaciones y el valor estratégico de la marca corporativa sugieren la necesidad de aportar un enfoque multidisciplinar en la gestión y estudio de la marca corporativa.

  • English

    The corporate brand is an intangible and strategic asset of great value, related to concepts such as identity and image. This has led to it attracting the attention of several disciplines, not only communication. The purpose of this work is to identify said disciplines and their leading authors, to offer an integrative definition of the corporate brand, and to identify related concepts and the department(s) assigned to brand management. We aim to shed some light on the importance of the proper management of corporate brands. To this end, we have performed a systematic review of the academic papers published between 2016-2018. We have carried out a quantitative and qualitative content analysis of 112 academic publications in 66 journals, finding a scarce contribution from the field of communication when compared with those of management and marketing, these latter fields providing the most frequently cited authors. Regarding the management of corporate brands, senior management and Marketing departments have the most prominent roles. However, the great variety of fields of study and the strategic value of corporate brands suggest the need for a multidisciplinary approach to managing and studying corporate branding.

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