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Artículo
Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market
(Universidad de Sevilla, 2019)
The relationship between brands and culture is not something new for brand managers. Starting from a situation of social tension characterized by the anxieties and the vital desires of a society, the management of brands ...
Artículo
Theoretical approach of branding from a semiotic perspective
(Universidad de Sevilla, 2018)
This paper outlines the importance of the world of signs and symbols relating to brand management. We will explore the traditional semiotics authors and how those have been influenced other academics who have researched ...