Las marcas icono y su gestión a través de las redes sociales. Un caso práctico

Abstract

The Cultural Branding is a theoretical model of brand management. One of its purposes is the challenge of turning a brand into an icon, basing on the culture with the intention of creating brand value. In this paper we conceive the brand as a dynamic cultural symbol, endowed with cultural significance in the collective imagination. From this perspective, the consumer is particularly important since it is involved in the surrounding culture and influenced by it. The objective of this project is to study the relationship between icon brands and social media, analyzing the case of a trade mark as a cultural icon: TIO PEPE. In this sense, we conceive social networks as a place to build, share and integrate brand values within the corporate culture.