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ORIGINAL RESEARCH article
Front. Polit. Sci.
Sec. Comparative Governance
Volume 7 - 2025 | doi: 10.3389/fpos.2025.1514743
This article is part of the Research Topic The global impact of lobbies and think tanks on democracy and policy View all 8 articles
Social Branding and Think Tanks in the Banking Sector in Spain
Provisionally accepted- University of Murcia, Murcia, Spain
This paper offers a study of branding strategies in the Spanish banking sector, focusing on corporate narratives of a social nature and their relationship with the ideas and trends proposed by Spanish think tanks specialising in the sector. Based on the evolution observed in brand communication strategies following the 2007 economic crisis, we aim to study the redefinition of a new commercial and social narrative for banks through formats and mechanisms that encourage interaction within digital communication ecosystems. To carry this out, we have outlined three phases: In the first phase, we will analyse the socially-oriented advertising and corporate communication actions of the six main banking brands. In the second phase, we will review the communication of Spanish think tanks specialising in the banking sector. In the third phase, we will identify and classify by theme the social ideas proposed by these think tanks through their news sections, trend reports, and corporate audiovisual content, in order to determine whether there is a direct relationship with the corporate proposals of the banking brands analysed.
Keywords: Think tanks, Banking market, Social branding, Communication strategies, Advertising (discourse)
Received: 21 Oct 2024; Accepted: 24 Feb 2025.
Copyright: © 2025 Hellin, Nicolás Ojeda and San Nicolás. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Pedro Hellin, University of Murcia, Murcia, Spain
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