Branding strategies and digital communication management: case study of the Binter airline
Keywords:
Corporate communication, corporate brand, reputation, social media, communicative models, aeronautical sectorAbstract
Companies' development in recent years has been radical in all areas, but especially in the field of communication and marketing. Companies have suffered a profound transformation of the economic and competitive environment. As a result, business' evolution has not only been in technological innovation, but also in corporate strategy. Companies, being aware of the importance of adequate communication planning for them, have used corporate communication as a key asset in their strategy in order to give meaning and value to everything they subscribe. Therefore, communication and corporate branding have been positioned as a first-rate intangible asset for company management.
In this research we want to show the degree of importance that companies have given to communication, establishing as a specific case and object of study the Canarian airline Binter and its success in its communication policy. In this regard, we want to delve into its communication model and brand management, as well as its strategies and digital ratios during the years 2017, 2018 and 2019.
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