Implicaciones de la asesoría de prensa para la definición del posicionamiento de marca

  1. Paula, Arriscado
  2. Campos Sobreira, Rosa María
  3. Martínez Solana, Yolanda
Journal:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication
  1. Túñez López, José Miguel (coord.)

ISSN: 1989-872X

Year of publication: 2015

Issue Title: Claves para la gestión de la comunicación organizacional en el siglo XXI

Volume: 6

Issue: 2

Pages: 99-107

Type: Article

DOI: 10.14198/MEDCOM2015.6.2.05 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Abstract

This paper aims to reflect how the press office can contribute to the process of building the brand identity and what is the role through the reporting relationships play journalism professionals and consumers, in terms of definition positioning. To do this we study, an exploratory mode, if published since the information provided by the managers of communication of a brand of car for one of its products sector news are in line or at odds with the position defined by the own brand The results seem to show that, in general, there is agreement that the mass media can contribute in activating the attributes / or benefits of the product. However, it was observed, too, that the journalistic narrative can activate other attributes of the brand identity, beyond those intended by the managers of communication.

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