出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：Both commercial and nation brands get differentiated by perceived and broadcasted associations and perceptions that are measureable through different reports. This paper focusses on the last campaign to foster Spain’s nation brand between different target audiences, mainly from abroad. The campaign titled “I need Spain” has run through digital media and different platforms. The authors analyze the role played by the agents involved and future perspectives on this issue.
关键词：Imagen de marca país;internacionalización;gestión de marca;medios digitales.
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