Corporate brand management. A proposal of a management analysis model. Atresmedia TV Case

Abstract

Introduction: Corporate brand management is presented as a topic of interest in a sector such as the audiovisual. It is a sector in constant evolution, immersed in a context of over-offer of brands of genres and formats that give rise to multiple possibilities of choice Methodology: Since there is no single model that allows us to understand the brand architecture and how the brand should be managed in the audiovisual sector, different ways of studying brand architecture and corporate brand management are taking into account herein. In addition, the authors analyzed the indicators that allow its application to the audiovisual sector. The authors also propose an analysis model based on 11 composite indicators (CI) and 42 simple indicators (SI) Results: Once the model has been applied, the authors state in their case study that audiovisual groups can combine different brand management strategies that, sometimes, do not follow the same strategic line in the programming and broadcast of content, or in the communication policy of on-air and off-air brand. Conclusions: The authors consider that, despite the diversity of brand management strategies, a consistent and coherent design of brand architecture is important. Through this kind of architecture, the corporate brand can build partnerships that contribute to a value proposition and credibility for the TV networks. It can also provide significance to the offer of the company’s own content and transfer the values that represent the corporate brand to all business units.