Publication
Title
Reinventar la Marca España en tiempos de crisis : un análisis comunicativo de la campaña española de nation branding
Author
Abstract
In the past decade of economic prosperity, the Spanish government made great efforts to put the Marca España on the map. However, nowadays Spain is receiving a very bad international press, reviving the age-old stereotypes of fiesta and siesta, which in turn causes the political and industrial world to complain about the negative repercussions of this reputation on the possibilities of economic recovery. This paper makes a detailed analysis of the communicative aspects of the Marca España campaign from a nation branding perspective and comes to the conclusion that not everything should be attributed to the economy, stupid.
Language
Spanish
Source (journal)
Ambitos : Revista internacional de comunicación
Publication
2014
ISSN
1139-1979
Volume/pages
24(2014), p. 1-14
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
VABB-SHW
Record
Identification
Creation 13.05.2014
Last edited 20.06.2017
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