La marca como intangible del sector público: la marca del consulado general del Ecuador en Madrid y del funcionario de ventanilla
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2022
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27/10/2021
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Universidad Complutense de Madrid
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Abstract
Esta investigación se desarrolla en el marco de los intangibles en el sector público, un área de estudio que está en la intersección de varias disciplinas como son la Comunicación Pública, Comunicación Corporativa, Estudios de Administración Pública, Marketing Público y Relaciones Públicas. El objetivo central es aplicar el recurso intangible marca a la administración pública, y más concretamente, al funcionario de ventanilla. Y, comprobar, con la aplicación real, si la gestión de la marca crea una promesa de marca capaz de generar satisfacción en los usuarios al ser cumplida. El marco teórico profundiza en la gestión de intangibles en el sector público, tomando la idea que proporcionan los estudios de la marca en el sector privado (de donde procede la mayor parte de la literatura) como un bien intangible que permite realizar con carácter estratégico una promesa a los públicos. Para trasladar este concepto al público, se extrae su conceptualización, componentes (identidad de marca, imagen de marca, valor de marca y promesa de marca) y características. Se exploran además las singularidades para su aplicación a la administración pública...
This research is developed within the framework of intangibles in the public sector, an area of study that applies the convergence of several disciplines such as Public Communication, Corporate Communication, Public Administration Studies, Public Marketing and Public Relations. The core objective is to apply the intangible brand resource to the public administration, and more specifically, to the frontline civil servant.The theoretical framework delves into the management of intangibles in the public sector, taking the idea from studies of the brand in the private sector (where most of the literature comes from) as an intangible asset that allows a promise to be made strategically to the public. In order to convey this concept to the public, its conceptualisation, components (brand identity, brand image, brand value and brand promise) and characteristics are extracted. The singularities and obstacles that need to be overcome for its application to the public administration are also investigated...
This research is developed within the framework of intangibles in the public sector, an area of study that applies the convergence of several disciplines such as Public Communication, Corporate Communication, Public Administration Studies, Public Marketing and Public Relations. The core objective is to apply the intangible brand resource to the public administration, and more specifically, to the frontline civil servant.The theoretical framework delves into the management of intangibles in the public sector, taking the idea from studies of the brand in the private sector (where most of the literature comes from) as an intangible asset that allows a promise to be made strategically to the public. In order to convey this concept to the public, its conceptualisation, components (brand identity, brand image, brand value and brand promise) and characteristics are extracted. The singularities and obstacles that need to be overcome for its application to the public administration are also investigated...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 27-10-2021