La creación de la imagen de marca en el lenguaje del márquetin Un estudio comparado de cuatro empresas del sector textil en España y Noruega

Abstract

This master thesis presents an original analysis of how branding is produced through verbal and non-verbal communication in the context of so-called Marketing 4.0, whose main differential properties are the extensive use of digital media and a horizontal distribution on information that privileges the interaction with consumers. Both properties make establishing a brand image more crucial, and make potential shortcomings on the public perception of the image more damaging for the public projection of the company. The study analyses the brand image of four different companies working on the textile sector and which contrast in (i) the country where they operate and (ii) the socioeconomic status of their main clients, in order to be able to identify similarities and differences between the brand names according to cultural context and socioeconomic projection. The results show that companies directed to low-middle economic status clients tend to use inclusive strategies in the verbal and non verbal communication, in contrast to companies directed to high-middle socioeconomic status clients, which present exclusivity in their communication. In both cases, these differences are modulated by the cultural background, in a way that also makes it possible to contrast Spanish and Norwegian companies with each other.