%0 Journal Article
%T Brand PR: Comunicaciones de marca
%A Mart¨ªnez Lahitou
%A Dami¨¢n
%J Cuadernos del Centro de Estudios en Dise£¿¡Ào y Comunicaci£¿3n. Ensayos
%D 2011
%I Scientific Electronic Library Online
%X the article makes a refection about brand pr and how public relations can contribute to establish an emotional connection between brands and consumers. in this sense, a change in the markets is delineated in which a new communication paradigm is built that fosters to establish those connections in a significant, valuable and lasting way. in addition, new consumers, new technologies and new ideas imply a deeper and more complex knowledge. a challenging and confused scenario with many new elements that have to connect to each other. and a new role and skills for the public relations that today goes through an historical redefinition, revaluing itself by its synchronous amplifying capacity: the capacity to amplify the effort of brands simultaneously to other marketing communications.
%K advertising campaigns
%K brand
%K brand communications
%K brand pr
%K communication management
%K communicators
%K corporate communications
%K corporate image
%K corporate reputation
%K dircom
%K marketing
%K mass media
%K new technologies
%K public
%K public relations
%K social media
%K stakeholders.
%U http://www.scielo.org.ar/scielo.php?script=sci_abstract&pid=S1853-35232011000100003&lng=en&nrm=iso&tlng=en