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Title: La comunicación en entidades deportivas: Real Madrid CF, la función social y la imagen de un club con reconocimiento internacional
Author: Morales Urbaneja, Natalia Adriana
Director: Viloca Puig, Rosana
Tutor: Creus, Amalia Susana
Keywords: brand image
Real Madrid
corporate identity
Issue Date: Jan-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: This end-of-degree project seeks to shed light on a specific social phenomenon with the aim of defining the role played in society by a relevant sports entity. In order to do so, it is necessary to carry out a research about the real image of our subject of study among its priority audiences. We begin the analysis with an introduction about football as a sport characterized by its collective and community status that is globally recognized. We will look into the pros and cons of football from a social point of view. Later we will determine the subject of study on Real Madrid C.F. as a socioeconomic object and its public image. It is necessary to define the key concepts in their current context. Likewise, an analysis is carried out regarding the building of a Real Madrid brand within the framework of its corporate culture based on a search of information through its communication channels and published literature. Some in-depth interviews with its priority audiences will give us some keys to achieve our aim.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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