| TAZ-TFG-2021-1798 |
Gestión de Marca: Cines y Plataformas de Streaming en el contexto del Covid-19
Lope Ruiz, Eduardo
Pina Pérez, José Miguel (dir.) ; Oliete Aldea, Elena (dir.)
Universidad de Zaragoza,
ECON,
2021
Departamento de Dirección de Márketing e Investigación de Mercados, Área de Comercialización e Investigación de Mercados
Graduado en Administración y Dirección de Empresas
Resumen: The aim of this dissertation is to study the importance of brand management in the cinema sector for both movie theaters and streaming platforms in the context of Covid-19. To do so, an analysis of the situation for cinemas has been performed, together with some measures applied in order to palliate the negative effects caused by the pandemic. This situation generated an increase in competitiveness for streaming services, which have been examined with the aim of finding the competitive advantages created by their respective brand image. Afterwards, a survey has been carried out for the purpose of finding patterns in the population regarding their perceptions on both movie theaters and streaming services, all of it in the pandemic context of the migration that has occurred from the former to the latter. Findings confirm the opposite market tendencies for both of the areas studied, and verify how good brand management is key in order to create an identity that will turn into future better results. The absence of planning regarding brand image can be very detrimental, although most companies are well aware of that. Regarding the relationship between movie theaters and streaming platforms, the only solution points towards mutual cooperation.
Tipo de Trabajo Académico: Trabajo Fin de Grado
Notas: Resumen disponible también en español
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El registro pertenece a las siguientes colecciones:
Trabajos académicos > Trabajos Académicos por Centro > Facultad de Economía y Empresa
Trabajos académicos > Trabajos fin de grado