标题：Relevancia de la gestión de marcas dentro de los grados de Publicidad, Comunicación Publicitaria, Corporativa, y Marketing en la universidad española
摘要：This work attempts to validate or refute a working hypothesis raised around the relevance of brand management, under-stood as its own subject, Within the Degrees of Advertising and Public Relations, Advertising and Corporate Commu-nication, and Marketing at the Spanish university. To this end, two main objectives are proposed, through an ascending step-type structure: to establish a basic theoretical framework for the discipline of brand management through a biblio-graphic review of national and international experts, professionals and academics; and to determine the relevance of the discipline within the Spanish University Degrees set in the research through the analysis of the content of the subjects that are part of the portal on study plans. The results and conclusions obtained allowed us to answer the questions raised, and they also set out a series of relevant questions when making decisions for the future of brand management and the role they should play within the academic scope, seeking to improve the training received by university students (understood as the future specialized professionals required by the sector) in this discipline.
关键词：Brands;brand management;branding;advertising and public relations;marketing;Spanish university;Marcas;gestión de marcas;branding;publicidad y relaciones públicas;marketing;universidad española
