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Title: La importancia del branding en la era digital para la creación de marcas sólidas. Investigación teórica de tendencias y propuesta práctica de guía para el desarrollo de marcas y estrategias enfocadas a redes sociales
Author: García Estévez, Marta A.
Tutor: Vila, Irma  
Others: Báscones Navarro, Pere
Abstract: This research exposes an elaborate investigation about the evolution of brands and the strategies followed by their executives to achieve their foothold in the market. This research yields positive conclusions about the use of branding strategies. For this reason, the line of study has continued towards this term. Due to the technological and digital era in which this project is framed, and through the analysis and observation of the main current branding strategies, another line of research focused on social networks has been established, given its importance as a means of communication with target consumers. As a complement to the theoretical framework, in order to facilitate the development of a brand, a practical guide has been prepared consisting of different phases to be carried out, aligned with the main branding strategies and directed towards communication in social networks. Finally, a fictitious own brand has been created to exemplify the different guidelines established in the guide and with the aim of demonstrating its application and usefulness.
Keywords: social networks
Document type: info:eu-repo/semantics/bachelorThesis
Issue Date: Jan-2023
Publication license:  
Appears in Collections:Bachelor thesis, research projects, etc.

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