GESTIÓN DEL VALOR DE MARCA EN LAS EMPRESAS DE PRENSA. EL CASO DE LA VANGUARDIA.

Newspaper companies have extended their brands through new media. Brand equity is their main competitive advantage. However, most of them do not manage that asset. On the one hand, this article analyses the literature on brand management in media companies. On the other hand, it studies the brand equity of a very reputable newspaper: La vanguardia. We did an extensive survey of nearly 1,200 users. The results show the need for products and corporate behaviour that clearly reflect the editorial principles in order to generate greater brand equity. This article proposes as one of the appropriate means to achieve brand equity the implementation of a comprehensive and strategic communication system. It also encourages the study of other similar cases to verify how newspaper companies manage the value of their brands and to identify methods to help them strengthen it. [ABSTRACT FROM AUTHOR]