La monarquía española como una marca corporativa: branding de instituciones políticas

• Garrido , Antonio ^[1] ; Martínez, María Antonia ^[1] ; Mayordomo, Claudia ^[1]
  1. [1] Universidad de Murcia

     Universidad de Murcia

     Murcia, España

     
• Localización: Política y sociedad, ISSN-e 1988-3129, ISSN 1130-8001, Vol. 61, Nº. 3, 2024
• Idioma: español
• DOI: 10.5209/poso.92407
• Títulos paralelos:
  • The Spanish monarchy as a corporate brand: branding of political institutions
• Enlaces
  • Texto completo
• Resumen
  • español

    Este artículo presenta una nueva perspectiva de los estudios de la monarquía como una institución política desde la incipiente bibliografía sobre marketing y marcas corporativas hereditarias o patrimoniales. Esta es la primera vez que la monarquía española es analizada desde los enfoques del branding y la gestión. El estudio también es pionero en su metodología, ya que el estudio de la marca monarquía y la marca Felipe VI se realiza a través de un gran panel de expertos nacional. Para ello, se introduce un modelo conceptual y analítico basado en los distintos atributos de la marca monarquía: valores organizativos, valores nucleares y valores añadidos. Asimismo, se distingue entre la marca institucional (monarquía española) y la marca personal del actual monarca en ejercicio (Felipe VI). La síntesis de la literatura de branding y Ciencia Política permite abrodar de una manera novedosa la percepción de una institución de gran relieve para el sistema político español y otros sistemas europeos.

  • English

    This article provides a new approach to study monarchy as a political institution using the emerging literature on marketing and corporate heritage brands. This is the first time that the Spanish monarchy is analyzed from branding and management approaches. The study is also pioneering in its methodology, since the study of the monarchy brand and the Felipe VI brand is carried out through a large panel of national experts. To this purpose, a conceptual and analytical model is introduced based on the different attributes of the monarchy brand: organizational values, core values and added values. A distinction is also made between the institutional brand (Spanish monarchy) and the personal brand of the current incumbent king (Felipe VI). The synthesis of the branding and political science literature allows for a novel approach to the perception of an institution of great importance for the Spanish political system and othr european political systems.

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