148 | 27, pp. 147-171 | doxa.comunicación

July-December of 2018

Analysis of content trends and brand communication platforms in Spain

ISSN: 1696-019X / e-ISSN: 2386-3978


This research delves into the trends in content and communication platforms used by corporate and commercial brands in Spain, and also defines the management of current relations between brands and their consumers. This research has been carried out using the Delphi method, designing four panels made up of 15 experts in different topics related to the object of study. Results show that corporate brands place identity as an engine of the content they generate, and also claim that corporate social responsibility, reputation and corporate culture are areas capable of generating relevant content. Finally, the article emphasizes co-creation, dialogue with stakeholders and contact with opinion leaders, in order to create brand experiences and be recognized.


Communication strategies, commercial brand, corporate brand, Delphi, stakeholders.

Received: 31/08/2018 - Accepted: 19/10/2018


Esta investigación define las tendencias de las plataformas de con-tenido y comunicación utilizadas por marcas corporativas y comer-ciales en España, así como la gestión de relaciones entre marcas y consumidores. Se ha utilizado el método Delphi con cuatro paneles compuestos por 15 expertos en diferentes temáticas relacionadas con el objeto de estudio. Los resultados muestran que las marcas corporativas colocan la identidad como un motor del contenido que generan, y afirman que la responsabilidad social corporativa, la reputación y la cultura corporativa son áreas capaces de generar contenido relevante. Destaca la co-creación, el diálogo con las par-tes interesadas y el contacto con los líderes de opinión, para crear experiencias de marca y ser reconocidos.

Palabras claves:

Estrategias de comunicación, marca comercial, marca corporativa, Delphi, Stakeholders.

Received: 31/08/2018 - Accepted: 19/10/2018

1. Introduction: Theoretical framework

1.1. Communication strategies for corporate brands

This section is aimed at developing the concept of corporate brand, the implications of its management in respect of other intangibles, the way in which brand architecture affects communication with stakeholders, and the effect of stakeholder theory. These relationships will enable a proper approach to the purpose of this study, and justify the relationship with commercial brands.

Corporate brands add value to products and services offered by a company (Ind, 1997). Therefore, they influence how commercial brands are developed. This impact depends on the effectiveness of the management of business intangibles, brand architecture –namely, the way in which the various brands of the company interrelate– (Aaker, 2004), and their re-lationship with stakeholders. Prior to the explanation of these factors, it is necessary to identify the meaning of corporate brand.

Firstly, it can be stated that corporate brands represent the identity of a company: its values, vision and corporate culture (Balmer & Gray, 2003; Hatch & Schultz, 2010). This means that corporate brands express verbal and visual identity but, es-sentially, behaviours (Knox & Bickerton, 2003). In other words, corporate brand management conveys what a company is, and hopes to become (Schultz & de Chernatony, 2002). A good performance of the identity variables of corporate brands will favour differentiation, costs and transparency (Hulberg, 2006), thus defining future communication, platforms to be used, and the search for specific trends by the relevant departments. Thanks to its global and transversal vision, corporate