Revisión bibliográfica de la marca corporativa:hacia una definición y gestión integradoras

  1. Tatiana Pereira-Villazón 1
  2. Idoia Portilla 1
  3. Natalia Rodríguez-Salcedo 1
  1. 1 Universidad de Navarra, España
Revista:
Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

ISSN: 1696-019X

Año de publicación: 2021

Número: 32

Páginas: 159-185

Tipo: Artículo

DOI: 10.31921/DOXACOM.N32A8 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

Resumen

La marca corporativa es un activo intangible y estratégico de gran valor que se vincula a conceptos como identidad e imagen. Esto le ha supuesto la atención de diversas disciplinas, no solo de la comunicación. El objetivo de este trabajo es identificar dichas disciplinas, los autores destacados, ofrecer una definición integra-dora de la marca corporativa, identificar conceptos relacionados y el área a la que se asigna su gestión. Se trata de arrojar luz sobre la importancia de una adecuada gestión de la marca corporativa. Para ello, se ha realizado una revisión bibliográfica sistematizada de los trabajos académicos publicados durante el periodo 2016-2018. Sobre ellos se aplica un análisis de contenido cuantitativo y cualitativo. Tras la revisión de 112 publicaciones académicas en 66 revistas, se observa la escasa aportación del área de la comunica-ción en contraste con la gestión y el marketing, de donde proceden también los autores más citados. Respecto a la gestión de la marca corporativa, destaca el papel de la alta dirección y el área de mar-keting. Sin embargo, la variedad temática de las aportaciones y el valor estratégico de la marca corporativa sugieren la necesidad de aportar un enfoque multidisciplinar en la gestión y estudio de la marca corporativa.

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