New Discourses developing around the management of intangible assets in companies: the evolution of commercial and corporate brands in Spain

Authors

  • Paloma Diaz Soloaga Universidad Complutense de Madrid
  • Elena Fernández Blanco Universidad de Salamanca

DOI:

https://doi.org/10.15847/obsOBS11220171101

Keywords:

Intangible assets, Brand Management, Spanish Market, Corporate Communication, Reputation,

Abstract

This paper gives an up-to-date analysis of trends in managing intangible assets reflecting the various agents comprising the communication system in Spain. To this end, qualitative techniques were applied (Delphi questionnaires and in-depths interviews) on the understanding that the best way to find out the underlying reasons for a change and its subsequent consequences is to examine quality over quantity. Experts and academics, professionals in brand communication, advertisers and media managers replied to questions on the current method of managing a company's intangible assets and thus define the discourse issued from corporations and commercial brands to their stakeholders. Analysis of the results will enable us to confirm that we are certainly looking at a new communication scenario, if not a change in paradigm.

Author Biographies

Paloma Diaz Soloaga, Universidad Complutense de Madrid

Full Professor Communication Faculty Complutense University, Madrid, Spain Audiovisual Communication and Advertising Department

Elena Fernández Blanco, Universidad de Salamanca

Communication Department Universidad de Salamanca

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Published

2017-07-07

How to Cite

Diaz Soloaga, P., & Fernández Blanco, E. (2017). New Discourses developing around the management of intangible assets in companies: the evolution of commercial and corporate brands in Spain. Observatorio (OBS*), 11(2). https://doi.org/10.15847/obsOBS11220171101

Issue

Vol. 11 No. 2 (2017)

Section

Articles

License

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