Brand Management from Social Marketing and Happiness Management Binomial of in the Age of Industry 4.0

• DOI: 10.35609/gcbssproceeding.2020.11(39)
• Publication Date: 2020-12-05T15:27:34Z
• Authors: Gloria Jiménez-Marín; Rodrigo Elías Zam...; Araceli Galiano-C...; Rafael Ravina-Ripoll
• Keywords: 9. Industry and infrastructure; 0502 economics and business; 05 social sciences

The relationship between brands and social marketing is not something new for brand managers; it from the concept of happiness management (Ravina-Ripoll et al., 2020). Starting a situation tension characterized by anxieties vital desires society, based on binomial allows building that manage to absorb reflect culture around them (Heding 2009), becoming containers identity myths take advantage advertising develop attractive messages their audiences. Based this approach, devised Holt (2004), aims work collective nature (Ollé & Riu, 2009) through its interaction with everyday situations insights surrounding environment. This communication analyse case Santander Group, recognised Renowned Brands Forum as one most real coherent among consumers. Keywords: Advertising; brand; happiness; management; marketing; social.