Principales tendencias en gestión de marcas dentro del contexto de emergencia sanitaria por COVID-19

espanolLa crisis sanitaria de la COVID-19 ha entrado en nuestras vidas para condicionarlas de forma tangencial. Nos encontramos ante unas cifras de contraccion economica solo comparables con las «economias de guerra» registradas a comienzos del siglo pasado. Todas estas circunstancias han impactado tambien sobre la industria de la comunicacion. La caida del consumo ha funcionado de correa de transmision en la gestacion de un fortisimo descenso en la inversion publicitaria. Queda en evidencia que, dentro de esta coyuntura, el sector del marketing y la gestion de marcas han tenido que buscar en tiempo record soluciones estrategicas, adaptandolas a los contenidos a traves de sus planes de comunicaciones integradas. A traves de esta investigacion pretendemos senalar las principales tendencias en branding que se estan desarrollando en Espana dentro del condicionante de la pandemia por COVID-19. EnglishThe health crisis of COVID-19 has entered our lives to condition them tangentially. We are faced with figures of economic contraction only comparable to the “war economies” recorded at the beginning of the last century. All these circumstances have also had an impact on the communication industry. The drop in consumption has functioned as a transmission belt in the gestation of a very strong decrease in advertising investment. It is evident that, within this conjuncture, the marketing and brand management sector have had to seek strategic solutions in record time, adapting them to the content through their integrated communications plans. Through this research we intend to point out the main trends in branding that are developing in Spain within the condition of the COVID-19 pandemic.