Reinventar la Marca España en tiempos de crisis : un análisis comunicativo de la campaña española de nation branding
Faculty of Applied Economics
Ambitos : Revista internacional de comunicación
, p. 1-14
University of Antwerp
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.