Gestión de marca del Ibérico en España

Abstract

This research analyses brand management and experiential branding applied to the Iberian ham sector in Spain. It attempts to be a theory based, but practical, contribution to improving our knowledge of this previously, rarely studied topic. A review of the relevant bibliography was carried out in relation to the theoretical concept of brand, brand management and experiential branding. Once this literary review had been completed, it was considered necessary to resort to different approaches. Surveys were carried out with those responsible for Iberian ham brands and in-depth interviews were conducted with those responsible for both the brand and the Protected Designations of Origin. The aim was therefore to determine whether the theoretical premises of brand management and experiential branding are being fully developed by the brands in the sector being studied. As insufficient information was obtained, it was considered appropriate to additionally request a Delphi panel of experts in the field of brands and communication. This then enhanced knowledge of current trends in brand management and experiential branding, specifically their application to Iberian ham brands. All the results of this thesis suggest that, with some exceptions, Iberian ham brands follow a traditional branding model, which focuses on the relationship between the product and price, without a comprehensive management model, which might recognise the value that represents a brand. This is the reason why current brand management and experiential branding models cannot easily be applied since Iberian ham brands have not evolved at the same pace as the rest of the markets. Finally, the different experts who made up the Delphi panel suggested that the makeup and management of a brand should be a strategic priority for any company, regardless of its size. They also determined that Iberian ham brands have a valuable opportunity to abandon their traditional approach and henceforth rely on the creation of coherent, exciting, experiential brands in ongoing communication with the consumer.