文章基本信息

标题：El deporte como herramienta estratégica en la construcción de la marca Canal + España
本地全文：下载
作者：Santiago MAYORGA ESCALADA ; Luis Miguel PEDRERO ESTEBAN
期刊名称：Fonseca : Journal of Communication
电子版ISSN：2172-9077
出版年度：2015
卷号：10
期号：10
页码：241-262
语种：Spanish
出版社：Universidad de Salamanca
摘要：The identity of an institution or company is the based to its activity and to the perception by the public, a purpose for which it is essential the building a brand image. This communication describes and analyzes how the positioning and branding of Canal + Spain since its launch in the television market at 1990 was conceived, and how the sports were articulated early on as one of the differential and decisive elements in the consolidation of this brand.
关键词：Brand;Sport;TV;Canal +;Premium Content.;Marca;Deporte;Televisión;Canal +;Contenido Premium.