El deporte como herramienta estratégica en la construcción de la marca Canal + España

Santiago Mayorga Escalada; Luis Miguel Pedrero Esteban

The sport as a strategic tool in the construction of the Canal + Spain brand

Santiago Mayorga Escalada

Universidad Pontificia de Salamanca (España) smayorgaes.com[at]upsa.es
Luis Miguel Pedrero Esteban

Universidad Pontificia de Salamanca (España)

Abstract

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.

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The sport as a strategic tool in the construction of the Canal + Spain brand. (2015). Fonseca, Journal of Communication, 10(10), 241-262. https://revistas.usal.es/cuatro/index.php/2172-9077/article/view/12918

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Editorial dates

Submitted:

05/22/2015

Acceptance:

05/22/2015

Published:

06/01/2015

Issue

No. 10 (2015): Investigar la comunicación deportiva: una disciplina en auge académico

Section

Monographic

Keywords

Brand
Sport
TV
Canal
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This research didn't have any funding

How to Cite

The sport as a strategic tool in the construction of the Canal + Spain brand. (2015). Fonseca, Journal of Communication, 10(10), 241-262. https://revistas.usal.es/cuatro/index.php/2172-9077/article/view/12918

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