La marca como intangible del sector públicola marca del consulado general del Ecuador en Madrid y del funcionario de ventanilla

Abstract

This research is developed within the framework of intangibles in the public sector, an area of study that applies the convergence of several disciplines such as Public Communication, Corporate Communication, Public Administration Studies, Public Marketing and Public Relations. The core objective is to apply the intangible brand resource to the public administration, and more specifically, to the frontline civil servant.The theoretical framework delves into the management of intangibles in the public sector, taking the idea from studies of the brand in the private sector (where most of the literature comes from) as an intangible asset that allows a promise to be made strategically to the public. In order to convey this concept to the public, its conceptualisation, components (brand identity, brand image, brand value and brand promise) and characteristics are extracted. The singularities and obstacles that need to be overcome for its application to the public administration are also investigated...