Branded Content as a tool for brand communication strategy: Analysis of the Redeia case

• DOI: https://doi.org/10.22533/at.ed.515732514116

• Palavras-chave: Branded content; Strategic communication; Brand communication; Brand identity; Brand values; Brand positioning; Content marketing; Social media; Redeia

• Keywords: Branded content; Strategic communication; Brand communication; Brand identity; Brand values; Brand positioning; Content marketing; Social media; Redeia

• Abstract:

  This article aims to analyze how Redeia uses branded content to meet its communication and brand strategy goals. To define and delimit the discipline of branded content, two methodological tools are used: a literature review and semi-structured surveys of experts from communication agencies in Spain. Subsequently, a descriptive (qualitative) analysis and a content (quantitative) analysis are applied to Redeia's communication pieces, previously identified as branded content by the brand. The results show that the strategic dimension of branded content is present in 75% of the cases analyzed, reflecting a clear alignment with best practices in this area. However, the execution dimension is only fulfilled in 50% of cases, which limits its impact in terms of connecting with the audience. This facet has clear room for improvement to meet best practice standards, especially in key areas such as creativity, originality, and emotional arguments in content to achieve a more efficient impact. In conclusion, Redeia makes appropriate use, based on the best practices identified in the theoretical framework, of branded content as a strategic communication tool to project its brand (identity, values, and positioning), with significant room for improvement in the execution (creativity, emotionality, and resonance) of the published content. The main limitation of the work has been to reduce the number of pieces analyzed to those recognized by the brand itself as branded content. Looking ahead, the aim is to extend the research to the analysis of all digital communication pieces published by the brand and its direct competitors. The object of study, applied to the case of Redeia, means that the research meets the criteria of originality, relevance, and significance.