The nation brand of Spain on the internet through the “I need Spain” campaign
Keywords:
Nation brand, internationalisation, brand management, digital media.
Abstract
Both commercial and nation brands get differentiated by perceived and broadcasted associations and perceptions that are measureable through different reports. This paper focusses on the last campaign to foster Spain’s nation brand between different target audiences, mainly from abroad. The campaign titled “I need Spain” has run through digital media and different platforms. The authors analyze the role played by the agents involved and future perspectives on this issue.Downloads
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Published
2014-04-28
How to Cite
Corbacho Valencia J. M., Valderrama Santomé M. y García Mirón S. (2014). The nation brand of Spain on the internet through the “I need Spain” campaign. Historia y Comunicación Social, 19, 501-512. https://doi.org/10.5209/rev_HICS.2014.v19.44980
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