New Brand Management Scenarios On The Spanish Market

Far-reaching changes that affected the communication and brand management market at the dawn of the 21st century led to talks about the birth of a new paradigm. This significant change, which transformed relationships between senders and receivers, demands a redefinition of scenarios for professionals and communication agents, as well as for receivers taking an interest in the information and brands.This study was carried out on the Spanish market, focusing largely on the creation and management of content through qualitative research combining three methods - Delphi for media, marketing and advertising experts, discussion groups with communication, branding and media experts, and in-depth interviews for advanced users of new technologies.The main objective of this article is to provide a panoramic view of brand discourse for both products and companies, in addition to clarifying what public interest groups expect and how they receive such communications.The main findings show that the principal agents are very aware of this change, and that the interest groups see themselves as protagonists and have accepted the fact that brand building affects them personally.