La gestión de la marca corporativa. Una propuesta de modelo de análisis de gestión. Caso Atresmedia TV

Tatiana Pereira Villazón; Idoia Portilla Manjón

doi:10.4185/rlcs-2025-2309

Authors

Tatiana Pereira Villazón University of Navarra https://orcid.org/0000-0003-4238-5300
Idoia Portilla Manjón University of Navarra https://orcid.org/0000-0002-2504-868X

DOI:

https://doi.org/10.4185/rlcs-2025-2309

Keywords:

Audience, audiovisual sector, brand content, indicators, programmes, Tv networks

Abstract

Introduction: Corporate brand management is presented as a topic of interest in a sector such as the audiovisual. It is a sector in constant evolution, immersed in a context of over-offer of brands of genres and formats that give rise to multiple possibilities of choice Methodology: Since there is no single model that allows us to understand the brand architecture and how the brand should be managed in the audiovisual sector, different ways of studying brand architecture and corporate brand management are taking into account herein. In addition, the authors analyzed the indicators that allow its application to the audiovisual sector. The authors also propose an analysis model based on 11 composite indicators (CI) and 42 simple indicators (SI) Results: Once the model has been applied, the authors state in their case study that audiovisual groups can combine different brand management strategies that, sometimes, do not follow the same strategic line in the programming and broadcast of content, or in the communication policy of on-air and off-air brand. Conclusions: The authors consider that, despite the diversity of brand management strategies, a consistent and coherent design of brand architecture is important. Through this kind of architecture the corporate brand can build partnerships that contribute to a value proposition and credibility for the TV networks. It can also provide significance to the offer of the company’s own content and transfer the values that represent the corporate brand to all business units.

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Author Biographies

Tatiana Pereira Villazón, University of Navarra

PhD in Communication from the University of Navarra. She is an associate professor at ISSA- School of Applied Management and at the School of Economics and Business Administration of the University of Navarra. Her main lines of research are: creation and management of corporate brands, with special interest in the audiovisual industry, and the main changes in media brand management.

Idoia Portilla Manjón, University of Navarra

PhD in Economics and Business Administration and senior lecturer in the School of Communication at the University of Navarra. Her teaching focuses on the areas of Statistics and Market Research. She has published on methodology and ethics in research, among other topics. She chairs the Ethics Committee of Insights + Analytics Spain and is a member of the Research Ethics Committee of the University of Navarra.

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