El branding desde lo participativo: una mirada hacia la construcción social y la transformación cultural

Abstract

This article seeks to offer a different perspective on the contributions of branding and its social impact, and to establish that the concept of brand is developed in a multidisciplinary perspective directed towards image and communication, key elements of identity construction. To this end, some of the different elements that intervene in the definition of a collective idea and its territoriality are studied: the collective’s point of view, the approach to the concept of branding –and how this is nourished by
the different conjunctural and social elements–, its relationship with the contributions to the cultural construction of an organization or collective, among others. The explanation is also oriented from the image and the sensoriality (color, sounds, letter, etc.), and the values they represent.