About | HeinOnline Law Journal Library | HeinOnline Law Journal Library | HeinOnline
LOG IN
LOG IN

24 J. Legal Ethical & Regul. Isses 1 (2021)
Brand Management from Social Marketing and Happiness Management Binomial of in the Age of Industry 4.0

handle is hein.journals/jnlolletl24 and id is 596 raw text is: Journal of Legal, Ethical and Regulatory Issues BRAND MANAGEMENT FROM SOCIAL MARKETING AND HAPPINESS MANAGEMENT BINOMIAL OF IN THE AGE OF INDUSTRY 4.0 Gloria Jimenez-Marin, Universtiy of Seville Rodrigo Elias Zambrano, Universtiy of Seville Araceli Galiano-Coronil, University of Cadiz Luis Tobar-Pesintez, Universidad Politecnica Salesiana ABSTRACT There is a correlation between social marketing management and its strategic approach to brand management, from the angle of striving to achieve goals that lead to greater social good. This can also be seen in its management of happiness. In this dynamic, brand management based on the social marketing - happiness management binomial makes it possible to build powerful brands that successfully integrate the culture that surrounds them, providing them with social benefits, achieved thanks to the positivism generated by their advertising, and economic benefits, as they make companies more profitable. The aim of this research is to analyze the case of the management of one of the most valuable brands in the world, Grupo Santander, to find out whether advertising, as a tool, has taken the cultural branding model to reach its audiences and, with it, generate happiness and profitability. The methodology is based on the branding management approach to verify how this marketing model is perfectly valid for the development of communication and social marketing actions. The results point to the validity and reliability of the model, as well as the importance of advertising creativity in the process of branding management in the era of Industry 4.0. Keywords: Advertising, Brand, Happiness, Management, Marketing Social. INTRODUCTION Although there are different approaches to brand management, the truth is that brands have evolved in such a way that the strategy of any entity, company, product or service is no longer understood without first configuring the brand as a strategic value (Fournier & Lee, 2009; Franzen & Moriartu, 2009; Allen et al., 2008; Keller, 2008) that requires an improvement in the content and content of the messages issued. Thus, brands have undergone an immense transformation, which has brought with it a specific interest in achieving messages that impact on consumers through their bilateral relationship, that is, a relationship where entity and consumer dialogue and a certain amount of feedback. And this is thanks to the social and cultural context. Disciplines such as sociology or psychology approach the study of brands from a cultural perspective, recognizing their complexity due, in part, to individual and collective factors, as proposed by Schroeder (2009). Specifically, on communication, the cultural brand model, which 1544-0044-24-3-604 Volume 24, Issue 3, 2021 1

What Is HeinOnline?

HeinOnline is a subscription-based resource containing thousands of academic and legal journals from inception; complete coverage of government documents such as U.S. Statutes at Large, U.S. Code, Federal Register, Code of Federal Regulations, U.S. Reports, and much more. Documents are image-based, fully searchable PDFs with the authority of print combined with the accessibility of a user-friendly and powerful database. For more information, request a quote or trial for your organization below.



Short-term subscription options include 24 hours, 48 hours, or 1 week to HeinOnline.

Purchase Access

Contact us for annual subscription options:

Contact Us

Already a HeinOnline Subscriber?

Log In

profiles profiles most