Social branding and think tanks in the banking sector in Spain

San Nicolás Romera, César; Hellín Ortuño, Pedro A.; Nicolás Ojeda, Miguel Ángel

Publication:
Social branding and think tanks in the banking sector in Spain

dc.contributor.author	San Nicolás Romera, César
dc.contributor.author	Hellín Ortuño, Pedro A.
dc.contributor.author	Nicolás Ojeda, Miguel Ángel
dc.contributor.department	Comunicación
dc.date.accessioned	2025-09-24T06:26:15Z
dc.date.available	2025-09-24T06:26:15Z
dc.date.issued	2025-03-19
dc.description	© 2025 Nicolás Ojeda, San Nicolás Romera and Hellín Ortuño. This manuscript version is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by/4.0/. This document is the Published version of a Published Work that appeared in final form in Frontiers in Political Science. To access the final edited and published work see https://doi.org/10.3389/fpos.2025.1514743
dc.description.abstract	Introduction: This paper offers a study of branding strategies in the Spanish banking sector, focusing on corporate narratives of a social nature and their relationship with the ideas and trends proposed by Spanish think tanks specialising in the sector. Based on the evolution observed in brand communication strategies following the 2007 economic crisis, we aim to study the redefinition of a new commercial and social narrative for banks through formats and mechanisms that encourage interaction within digital communication ecosystems. Methodology: To carry this out, we have outlined three phases: In the first phase, we will analyse the socially-oriented advertising and corporate communication actions of the six main banking brands. In the second phase, we will review the communication of Spanish think tanks specialising in the banking sector. In the third phase, we will identify and classify by theme the social ideas proposed by these think tanks through their news sections, trend reports, and corporate audiovisual content, in order to determine whether there is a direct relationship with the corporate proposals of the banking brands analysed. Results and discussion: The results of the analysis describe a promotional aesthetic of a discourse in Spanish banking that appropriates the commitment to social progress, displaying traits of similarity with those planned by Think tanks.
dc.format	application/pdf
dc.format.extent	13
dc.identifier.citation	Front. Polit. Sci. 7:1514743
dc.identifier.uri	http://hdl.handle.net/10201/159529
dc.language	eng
dc.publisher	Frontiers Media
dc.relation	Sin financiación externa a la Universidad
dc.relation.publisherversion	https://www.frontiersin.org/journals/political-science/articles/10.3389/fpos.2025.1514743/full
dc.rights	Attribution 4.0 International	*
dc.rights.accessRights	info:eu-repo/semantics/openAccess
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	*
dc.subject	Banking market
dc.subject	Social branding
dc.subject	Communication strategies
dc.subject	Advertising (discourse)
dc.subject	Think tanks
dc.subject.ods	No relacionado con ningún objetivo de desarrollo sostenible
dc.title	Social branding and think tanks in the banking sector in Spain
dc.type	info:eu-repo/semantics/article
dspace.entity.type	Publication	es