Branding político: identidad, narrativa y reputación en la era digital
Palabras clave:
Branding, Branding político, Política, Comunicación política, Comunicación digitalSinopsis
Branding político: identidad, narrativa y reputación en la era digital analiza la construcción y gestión de la marca política como un proceso estratégico y comunicacional en el que intervienen candidatos, partidos, movimientos, gobiernos, medios y ciudadanía. La obra examina conceptos como identidad, imagen, posicionamiento, narrativa, reputación, confianza y capital de marca, y estudia su transformación en un entorno marcado por las redes sociales, los contenidos audiovisuales, los algoritmos, la segmentación y la inteligencia artificial. Desde una perspectiva crítica, el libro diferencia el branding político del marketing y la comunicación política, y destaca que la marca no depende únicamente de lo que los actores desean proyectar, sino también de las interpretaciones y experiencias de los públicos. Dirigido a estudiantes, docentes, investigadores y profesionales de la comunicación y la política, ofrece una visión integral del branding político contemporáneo y de sus desafíos éticos y democráticos.
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