Branding experiencial en industrias tradicionales: el caso del sector ibérico español

Nuria Marcos Torres; Elena Fernández Blanco

doi:10.4185/rlcs-2026-2704

Authors

Nuria Marcos Torres Universidad Pontificia de Salamanca https://orcid.org/0009-0007-0377-211X
Elena Fernández Blanco Universidad Pontificia de Salamanca https://orcid.org/0000-0002-8864-8527

DOI:

https://doi.org/10.4185/rlcs-2026-2704

Keywords:

brand management, experiential branding, brand experience, traditional sectors, iberian sector

Abstract

Introduction: This study examines the implementation of experiential branding in the Spanish Iberian sector, a context characterized by strong cultural identity but limited strategic brand management. In a setting where consumer experience has become a key driver of competitiveness, the research analyzes the degree of adoption of this experiential approach and companies’ perceptions of its strategic value. Methodology: A mixed-methods design with a quantitative emphasis is employed, based on a structured questionnaire administered to 30 companies affiliated with Protected Designations of Origin, complemented by an expert validation process using the Delphi method with 23 specialists in branding and communication. Results: The findings reveal an incipient implementation of experiential branding, with only 23% of companies adopting it in a structured manner, while the majority apply it sporadically. Furthermore, a significant gap is identified between the awareness of the strategic value of the experiential approach and its effective application in business practice. From a discussion perspective, the results suggest that this gap is explained by structural factors such as lack of professionalization, limited resources, and a product-oriented organizational culture. Expert validation also identifies three key dimensions —professionalization, communicative innovation, and consumer orientation— as central axes for sector transformation. Conclusions: The study demonstrates that experiential branding represents a strategic opportunity for traditional sectors, provided it is approached through structured, coherent management oriented toward the creation of experiential value.

Downloads

Download data is not yet available.

Author Biographies

Nuria Marcos Torres, Universidad Pontificia de Salamanca

Ph.D. in Innovation in Social Sciences from the Pontifical University of Salamanca. Adjunct Professor teaching courses on advertising and public relations research and brand management in the School of Communication at the Pontifical University of Salamanca. Doctoral thesis titled “Brand Management of Iberian Ham in Spain,” graded Summa Cum Laude. Winner of the 5th Edition of the #HiloTesis Contest, organized by the Network for Scientific Dissemination and Culture (RedDivulga) of the Conference of Rectors of Spanish Universities (CRUE) in collaboration with the Ignacio Larramendi Foundation, and organized at UPSA by the Scientific Culture Unit (UCCI) as part of its 2024–2027 Research Dissemination, Communication, and Transfer Plan.

Elena Fernández Blanco, Universidad Pontificia de Salamanca

Ph.D. in Advertising and Public Relations from the Complutense University of Madrid. Associate Professor of Strategic Advertising Planning in the School of Communication at the Pontifical University of Salamanca. With over 25 years of teaching experience, she specializes in the areas of strategic advertising and media planning. She has participated in more than twenty research projects funded through both public calls for proposals and private research contracts. Coordinator of the Research Group “Innovation in Communication and Marketing” at UPSA and permanent member of the Research Group “Brand Management and Communication Processes” at the Complutense University of Madrid (No. 962041). Two six-year research terms. ANECA-accredited tenured professor.

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press. https://es.scribd.com/document/633333771/managing-brand-equity-by-david-aaker-es-1-pdf

Alimarket. (2023). Monográfico Cerdo Ibérico. https://www.alimarket.es/alimentacion/informe/395941/informe-2024-del-sector-de-cerdo-iberico

Alloza, Á. (2015). Brand experience: Managing brands in the era of the consumer experience. Corporate Excellence.

Alume-Cusme, F. y Lozano-Zumba, C. (2025). Branding y emprendimiento: Un enfoque profundo hacia el diseño de marcas efectivas. 593 Digital Publisher CEIT, 10(1), 175-185, https://doi.org/10.33386/593dp.2025.1.2872 DOI: https://doi.org/10.33386/593dp.2025.1.2872

Batey, M. (2013). El significado de la marca. Cómo y por qué ponemos sentido a productos y servicios. Granica.

Benavides, J. (2013). A propósito del brand management. En J. D. Fernández Gómez (Ed.), Principios de estrategia publicitaria y gestión de marcas. Nuevas tendencias de brand management (pp. IX-XII). McGraw Hill Interamericana de España.

Bourdieu, P. (1990). The logic of practice. Polity Press. DOI: https://doi.org/10.1515/9781503621749

Brakus, J., Schmitt, B. H. y Zarantonello, L. (2009). Brand experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 19. https://doi.org/10.1509/jmkg.73.3.052 DOI: https://doi.org/10.1509/jmkg.73.3.052

Branward. (2021). El valor de los valores de Marca: situación, evolución y aprendizajes. https://branward.com/publicacion/el-valor-de-los-valores-de-marca-situacion-evolucion-y-aprendizajes/

Bravo, R., Dall’Olmo Riley, F. y Pina, J. M. (2024). Guest editorial: Brand management in banking. International Journal of Bank Marketing, 42(2), 153-155. https://doi.org/10.1108/IJBM-04-2024-620 DOI: https://doi.org/10.1108/IJBM-04-2024-620

Carolina (7 de septiembre de 2020). Brand Experience: qué es y por qué te conviene invertir en la creación de una experiencia de marca. https://rockcontent.com/es/blog/brand-experience/

de Chernatony, L. y McDonald, M. (2003). Creating powerful brands in consumer, service and industrial markets (3ª ed.). Routledge.

de Chernatony, L. y Riley, F. D. (1997). The chasm between managers and consumers views of brands, The experts’ perspectives. Journal of Strategic Marketing, 5, 89–104. DOI: https://doi.org/10.1080/096525497346811

Costa, J. (2013). Los 5 pilares del branding. Anatomía de la marca. Universitat Jaume I y Servei de Comunicació i Publicacions. https://content.e-bookshelf.de/media/reading/L-14886982-478ca85fd5.pdf

Donthu, N., Kumar, S., Sahoo, S., Lim, W. M. y Joshi, Y. (2022). Thirth years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis. Journal of Product and Brand Management, 31(8), 1141-1167. https://doi.org/10.1108/JPBM-02-2022-3878 DOI: https://doi.org/10.1108/JPBM-02-2022-3878

Durán Medina, A. P. (2020). El diseño emocional como herramienta principal para lograr un branding que conecte con las personas [Tesis de maestría] Universitat Politècnica de València. http://hdl.handle.net/10251/153241

Fernández-Blanco, E., Díaz-Soloaga, P. y Clemente Mediavilla, J. (2017). New Brand Management Scenarios on the Spanish Market. Revista de Estudios Culturales de La Universitat Jaume I, 18, 67-81. https://doi.org/10.6035/clr.2017.18.4 DOI: https://doi.org/10.6035/clr.2016.18.4

Hakala, U., Lätti, S. y Sandberg, B. (2011). Operationalising brand heritage and cultural heritage. Journal of Product & Brand Management, 20(6), 447-456. https://doi.org/10.1108/10610421111166595 DOI: https://doi.org/10.1108/10610421111166595

Jamón Lovers. (2023). Las Denominaciones de Origen Protegidas Jamón e Indicaciones Geográficas Protegidas Jamón. https://www.jamonlovers.es/las-denominaciones-de-origen-e-indicaciones-geograficas-del-jamon/

Jeon, H.‑M. y Lee, J. (2021). The relationship between brand experience and consumer-based brand equity in grocerants. Serv Bus, 15, 369-389. https://doi.org/10.1007/s11628-021-00439-8 DOI: https://doi.org/10.1007/s11628-021-00439-8

Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5ª ed.). Kogan Page.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101 DOI: https://doi.org/10.1177/002224299305700101

Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2ª ed.). Prentice Hall.

Keller, K. L. y Lehman, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759. https://www.doi.org/10.1287/mksc.1050.0153 DOI: https://doi.org/10.1287/mksc.1050.0153

Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.

Kotler, P., Kartajaya, H. y Setiawan, I. (2011). Marketing 3.0. LID Editorial Empresarial. DOI: https://doi.org/10.1002/9781118257883

Lemon, K. N. y Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420 DOI: https://doi.org/10.1509/jm.15.0420

Lenderman, M. y Sánchez, R. (2008). Marketing experiencial. La revolución de las marcas. ESIC Editorial.

Limonta Más, R. J., Andraus Quintero, C. E. y Lazo Pastó, O. R. (2020). Análisis de modelos de branding corporativo. ECA Sinergia, 11(3), 84–100. https://doi.org/10.33936/eca_sinergia.v11i3.2523 DOI: https://doi.org/10.33936/eca_sinergia.v11i3.2523

Maza-Maza, L. R., Guaman-Guaman, B. D., Benítez-Chávez, A. M. y Solis-Mairongo, G. (2020). Importancia del branding para consolidar el posicionamiento de una marca corporativa. Revista Killkana Sociales, 4(2), 9-18. https://doi.org/https://doi.org/10.26871/killkanasocial.v4i2.459 DOI: https://doi.org/10.26871/killkanasocial.v4i2.459

Mantilla Manjarrés, P. E. (2025). El branding como propuesta para resaltar el valor comercial de los productos neo-artesanales. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, 266. https://dialnet.unirioja.es/servlet/articulo?codigo=10280519

Mayorga Escalada, S. (2018). La gestión de marca en el contexto universitario español: análisis de los grados de publicidad y relaciones públicas [Tesis de doctorado] Repositorio Documental Institucional de la Universidad Pontificia de Salamanca. https://portalcientifico.upsa.es/documentos/5d2692b42999520f11b9d7ad

Mayorga Escalada, S. y Lalwani Lalwani, R. (2023). Branding y percepción del valor de marca Apple en los usuarios de iPhone. ZER. Revista De Estudios De Comunicación, 28(55), 179-201. https://doi.org/10.1387/zer.25026 DOI: https://doi.org/10.1387/zer.25026

Ministerio de Agricultura, Pesca y Alimentación. (s.f.). Sector porcino en España. https://www.mapa.gob.es/es/ganaderia/temas/produccion-y-mercados-ganaderos/sectores-ganaderos/porcino/

Mittelstaednt, M. (2019). Marketing Management. Los Fundamentos de Marketing: Plan y Estrategia de Marketing, Publicidad y Branding simplemente explicado. Scientific-economics.

Onyeke, K. J., Anukwe, G. I. y Iloka, C. B. (2024). The Concept of Experiential Marketing: A Comprehensive Review. Global Research Journal of Business Management, 4(1), 1-11. https://www.researchgate.net/publication/382824979_The_Concept_of_Experiential_Marketing_A_Comprehensive_Review

Pine, B. J. y Gilmore, J. H. (1999). The experience economy. Harvard Business School Press.

Ruiz-Aguilar, M. A. y Avalos-Pelayo, R. (2020). Contenido generado por los usuarios, su relación con la personalidad de marca y el valor de marca. Index Comunicación, 10(1), 125-147. https://doi.org/10.33732/ixc/10/01conten DOI: https://doi.org/10.33732/ixc/10/01Conten

Salinas, G. (2007). Valoración de marcas. Revisión de enfoques, metodologías y proveedores. Deusto.

Santibáñez Vásquez, J. D. (2024). Seducir y emocionar. Reflexionando sobre el diseño y la gestión de marca (Editorial). Ñawi, 8(1), 303-304. https://nawi.espol.edu.ec/index.php/nawi/article/view/1100

Schmitt, B. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. The Free Press.

Schmitt, B. (2009). The concept of brand experience. Journal of Brand Management, 16(7), 417-419. https://doi.org/10.1057/bm.2009.5 DOI: https://doi.org/10.1057/bm.2009.5

Singh, J. y Shukla, P. (2024). Brand Management: Principles and Applications for Effective Branding. Kogan Page

Stalman, A. (2018). Humanoffon. ¿Está Internet cambiándonos como seres humanos? Deusto.

Subdirección General de Producciones Ganaderas y Cinegéticas. (1 de febrero de 2024). Informe trimestral: Indicadores de porcino 2024. https://www.mapa.gob.es/dam/mapa/contenido/ganaderia/temas/produccion-y-mercados-ganaderos/sectores-ganaderos-2/porcino/informacion-del-sector/indicadores-economicos/indicadores--sector-de-la-carne-de-cerdo-en-cifras-2024.pdf

Swaminathan, V., Sorescu, A., Steenkamp, J. B. E. M., O’Guinn, T. C. G. y Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24-46. https://doi.org/10.1177/0022242919899905 DOI: https://doi.org/10.1177/0022242919899905

Yagüez Lorenzo, E. y Merino Sanz, M. J. (Coords.). (2021). De la emoción a la compra. Por qué y cómo compramos. ESIC Editorial.

Velilla, J. [@javiervelilla] (8 de febrero de 2022b). La fortaleza de una marca se simboliza en la promesa que emite al mercado. Pero eso es solo la mitad [Publicación]. Twitter. https://x.com/javiervelilla/status/1490971723671478275

Wood, B., Williams, O., Nagarajan, V. y Sacks, G. (2021). Market strategies used by processed food manufacturers to increase and consolidate their power: a systematic review and document analysis. Globalization and Health, 17(17). https://doi.org/10.1186/s12992-021-00667-7 DOI: https://doi.org/10.1186/s12992-021-00667-7