99a114e6314ea9190c0130334408422e TFG_Bars_Betrian_AnaMaria.pdf c0911f396244f8c316f8d6870fd484c1e28d703a TFG_Bars_Betrian_AnaMaria.pdf 47d3d019e7c1030d0601b41d567e3c197f6bc3266ee5169e37158fd32fc58937 TFG_Bars_Betrian_AnaMaria.pdf Producer: iLovePDF CreationDate: Mon Jun 7 21:34:04 2021 CEST ModDate: Mon Jun 7 21:34:04 2021 CEST Tagged: yes UserProperties: no Suspects: no Form: AcroForm JavaScript: no Pages: 119 Encrypted: no Page size: 768 x 1024 pts Page rot: 0 File size: 3643899 bytes Optimized: yes PDF version: 1.7 name type encoding emb sub uni object ID ------------------------------------ ----------------- ---------------- --- --- --- --------- YIDBZZ+Arial-Black CID TrueType Identity-H yes yes yes 2649 0 BDKCJY+ArialMT CID TrueType Identity-H yes yes yes 2653 0 WZJHOD+Arial CID TrueType Identity-H yes yes yes 2657 0 PRPQSP+Arial-Black TrueType MacRoman yes yes no 2659 0 KCPHID+ArialMT TrueType MacRoman yes yes no 2661 0 Arial-Black TrueType WinAnsi yes no no 2623 0 XDVHIU+Arial-Black CID TrueType Identity-H yes yes yes 2624 0 Helvetica Type 1 Custom no no no 2636 0 TRKERX+Arial-Black TrueType MacRoman yes yes no 450 0 Arial TrueType WinAnsi yes no no 409 0 Arial TrueType WinAnsi yes no no 411 0 TEEFZC+Arial CID TrueType Identity-H yes yes yes 412 0 DBHNJI+Arial CID TrueType Identity-H yes yes yes 453 0 Arial-BoldMT TrueType WinAnsi no no no 471 0 Arial-ItalicMT TrueType WinAnsi no no no 472 0 Arial-BoldMT TrueType WinAnsi no no no 487 0 ArialMT TrueType WinAnsi no no no 481 0 Arial-BoldItalicMT TrueType WinAnsi no no no 488 0 Arial-BoldItalicMT CID TrueType Identity-H yes no yes 478 0 Arial-BoldMT CID TrueType Identity-H yes no yes 477 0 TimesNewRomanPSMT TrueType WinAnsi no no no 491 0 Arial-ItalicMT TrueType WinAnsi no no no 493 0 ArialMT CID TrueType Identity-H yes no yes 501 0 Arial-ItalicMT CID TrueType Identity-H yes no yes 505 0 SymbolMT CID TrueType Identity-H yes no yes 513 0 TimesNewRomanPS-ItalicMT TrueType WinAnsi no no no 515 0 TimesNewRomanPS-BoldMT TrueType WinAnsi no no no 516 0 BCDEEE+Cambria TrueType WinAnsi yes yes no 518 0 BCDFEE+Cambria-Bold TrueType WinAnsi yes yes no 520 0 BCDGEE+Calibri-Bold TrueType WinAnsi yes yes no 523 0 BCDHEE+Calibri TrueType WinAnsi yes yes no 526 0 Jhove (Rel. 1.22.1, 2019-04-17) Date: 2021-09-04 02:26:03 CEST RepresentationInformation: TFG_Bars_Betrian_AnaMaria.pdf ReportingModule: PDF-hul, Rel. 1.12.1 (2019-04-17) LastModified: 2021-09-03 15:37:52 CEST Size: 3643899 Format: PDF Version: 1.7 Status: Well-Formed and valid SignatureMatches: PDF-hul MIMEtype: application/pdf Profile: Linearized PDF, Tagged PDF PDFMetadata: Objects: 0 FreeObjects: 1 IncrementalUpdates: 0 DocumentCatalog: PageLayout: SinglePage PageMode: UseNone Language: en-US Outlines: Item: Title: ÍNDICE Destination: 1 Item: Title: 1. INTRODUCCIÓN Destination: 1 Children: Item: Title: 1.1 Objeto de estudio Destination: 1 Item: Title: 1.2 Justificación de la elección Destination: 1 Item: Title: 1.3 Objetivos Destination: 1 Item: Title: 1.4 Preguntas de investigación Destination: 1 Item: Title: 1.5 Diseño metodológico Destination: 1 Children: Item: Title: 1.5.1 Metodología Destination: 1 Item: Title: 1.5.2 Revisión de documentos Destination: 1 Item: Title: 1.5.3 Entrevista enfocada Destination: 1 Item: Title: 1.5.4 Focus group Destination: 1 Item: Title: 1.6 Estructura del trabajo Destination: 1 Item: Title: 2. MARCO TEÓRICO Destination: 1 Children: Item: Title: 2.1 Comunicación empresarial Destination: 1 Children: Item: Title: 2.1.1 Empresa Destination: 1 Item: Title: 2.1.2 Comunicación Destination: 1 Item: Title: 2.1.3 Comunicación empresarial Destination: 1 Item: Title: 2.1.4 Contribución de la comunicación a las organizaciones Destination: 1 Item: Title: 2.1.5 Gestión integral de la comunicación Destination: 1 Children: Item: Title: 2.1.5.1 Modelo de gestión integral de comunicación Destination: 1 Item: Title: 2.1.5.2 Stakeholders Destination: 1 Item: Title: 2.1.5.3 Comunicación interna Destination: 1 Children: Item: Title: 2.1.5.3.1 Comunicación Interna Formal Destination: 1 Item: Title: 2.1.5.3.2 Comunicación Interna Informal Destination: 1 Item: Title: 2.1.5.4 Comunicación externa Destination: 1 Item: Title: 2.2 LOS ACTIVOS INTANGIBLES Destination: 1 Children: Item: Title: 2.2.1 La necesidad de los valores intangibles: contextualización Destination: 1 Item: Title: 2.2.2 Definición de los activos intangibles Destination: 1 Children: Item: Title: 2.2.2.1 Identidad Corporativa: Destination: 1 Item: Title: 2.2.2.2 Cultura Corporativa: Destination: 1 Item: Title: 2.2.2.3 Marca Corporativa: Destination: 1 Item: Title: 2.2.2.4 Responsabilidad Social Corporativa: Destination: 1 Item: Title: 2.2.2.5 Reputación Corporativa: Destination: 1 Item: Title: 2.3 LA IDENTIDAD Destination: 1 Children: Item: Title: 2.3.1 Componentes de la identidad Destination: 1 Children: Item: Title: 2.3.1.1 El nombre o identidad visual Destination: 1 Item: Title: 2.3.1.2 Logotipo Destination: 1 Item: Title: 2.3.1.3 Simbología gráfica Destination: 1 Item: Title: 2.3.1.4 La identidad cromática Destination: 1 Item: Title: 2.3.1.5 La identidad cultural Destination: 1 Item: Title: 2.3.1.6 La arquitectura corporativa Destination: 1 Item: Title: 2.3.1.7 Los indicadores objetivos de la identidad Destination: 1 Item: Title: 3. CONTEXTUALIZACIÓN DEL CASO: SEAT Destination: 1 Children: Item: Title: 3.1 Historia Destination: 1 Item: Title: 3.2 Características Destination: 1 Item: Title: 3.3 Desarrollo del trabajo empírico Destination: 1 Children: Item: Title: 3.3.1 Descripción estrategia de comunicación Destination: 1 Children: Item: Title: 3.3.1.1 Stakeholders Destination: 1 Item: Title: 3.3.1.2 Comunicación interna Destination: 1 Item: Title: 3.3.1.3 Comunicación externa Destination: 1 Item: Title: 3.3.2 Análisis de los componentes de la identidad de SEAT Destination: 1 Children: Item: Title: 3.3.2.1 El nombre o identidad visual Destination: 1 Item: Title: 3.3.2.2 Logotipo Destination: 1 Children: Item: Title: 3.3.2.2.1 Historia del logotipo Destination: 1 Item: Title: 3.3.2.2.2 Logotipo actual Destination: 1 Item: Title: 3.3.2.3 Simbología gráfica Destination: 1 Item: Title: 3.3.2.4 La identidad cromática Destination: 1 Item: Title: 3.3.2.5 La identidad cultural Destination: 1 Children: Item: Title: 3.3.2.5.1 Valor de marca Destination: 1 Item: Title: 3.3.2.5.2 El pensamiento estratégico detrás de la identidad Destination: 1 Item: Title: 3.3.2.6 La arquitectura corporativa Destination: 1 Item: Title: 3.3.2.7 Los indicadores objetivos de la identidad Destination: 1 Item: Title: 3.3.3 Conexión con la ciudad de Barcelona Destination: 1 Children: Item: Title: 3.3.3.1 SEAT Urban Mobility Destination: 1 Item: Title: 3.3.3.2 CASA SEAT Destination: 1 Item: Title: 3.3.4 Relación con otros valores intangibles Destination: 1 Children: Item: Title: 3.3.4.1 Cultura Destination: 1 Item: Title: 3.3.4.2 Responsabilidad Social Corporativa Destination: 1 Children: Item: Title: 3.3.4.2.1 Sostenibilidad económica Destination: 1 Item: Title: 3.3.4.2.2 Sostenibilidad social Destination: 1 Item: Title: 3.3.4.2.3 Sostenibilidad medioambiental: Destination: 1 Item: Title: 3.3.4.3 Marca Destination: 1 Children: Item: Title: 3.3.4.3.1 Proyección de la marca SEAT al exterior Destination: 1 Item: Title: 3.3.4.3.2 Gestión de CUPRA brand Destination: 1 Item: Title: 3.3.4.4 Reputación Destination: 1 Item: Title: 4. CONCLUSIONES Destination: 1 Item: Title: 5. BIBLIOGRAFÍA Destination: 1 Children: Item: Title: 5.1 Bibliografía Destination: 1 Item: Title: 5.2 Webgrafía Destination: 1 Item: Title: 6. ANEXOS Destination: 1 Children: Item: Title: 6.1 ANEXO 1: Transcripción entrevista enfocada Destination: 1 Item: Title: 6.2 ANEXO 2: Transcripción focus group Destination: 1 Item: Title: 6.3 ANEXO 3: Visita a CASA SEAT Destination: 1 Item: Title: 6.4 ANEXO 4: Material proporcionado por la empresa SEAT Destination: 1 Filters: FilterPipeline: FlateDecode FilterPipeline: DCTDecode Images: Image: NisoImageMetadata: FormatName: image/png ImageWidth: 26 ImageHeight: 26 ColorSpace: RGB BitsPerSample: 8 BitsPerSampleUnit: integer Filter: FlateDecode Interpolate: false Image: NisoImageMetadata: FormatName: image/png ImageWidth: 24 ImageHeight: 26 ColorSpace: RGB BitsPerSample: 8 BitsPerSampleUnit: integer Filter: FlateDecode Interpolate: false Image: NisoImageMetadata: FormatName: image/png ImageWidth: 27 ImageHeight: 26 ColorSpace: RGB BitsPerSample: 8 BitsPerSampleUnit: integer Filter: FlateDecode Interpolate: false Image: NisoImageMetadata: FormatName: image/png ImageWidth: 26 ImageHeight: 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Sequence: 29 Page: Sequence: 30 Page: Sequence: 31 Page: Sequence: 32 Page: Sequence: 33 Page: Sequence: 34 Page: Sequence: 35 Page: Sequence: 36 Page: Sequence: 37 Page: Sequence: 38 Page: Sequence: 39 Page: Sequence: 40 Page: Sequence: 41 Page: Sequence: 42 Page: Sequence: 43 Page: Sequence: 44 Page: Sequence: 45 Page: Sequence: 46 Page: Sequence: 47 Page: Sequence: 48 Page: Sequence: 49 Page: Sequence: 50 Page: Sequence: 51 Page: Sequence: 52 Page: Sequence: 53 Page: Sequence: 54 Page: Sequence: 55 Page: Sequence: 56 Page: Sequence: 57 Page: Sequence: 58 Page: Sequence: 59 Page: Sequence: 60 Page: Sequence: 61 Page: Sequence: 62 Page: Sequence: 63 Page: Sequence: 64 Page: Sequence: 65 Page: Sequence: 66 Page: Sequence: 67 Page: Sequence: 68 Page: Sequence: 69 Page: Sequence: 70 Annotations: Annotation: Subtype: Link Contents: Grupo Volkswagen Rect: 220, 750, 290, 771 Flags: Print Page: Sequence: 71 Page: Sequence: 72 Page: Sequence: 73 Page: Sequence: 74 Page: Sequence: 75 Page: Sequence: 76 Page: Sequence: 77 Page: Sequence: 78 Page: Sequence: 79 Page: Sequence: 80 Page: Sequence: 81 Page: Sequence: 82 Page: Sequence: 83 Page: Sequence: 84 Page: Sequence: 85 Page: Sequence: 86 Page: Sequence: 87 Page: Sequence: 88 Page: Sequence: 89 Page: Sequence: 90 Page: Sequence: 91 Page: Sequence: 92 Page: Sequence: 93 Page: Sequence: 94 Page: Sequence: 95 Page: Sequence: 96 Page: Sequence: 97 Annotations: Annotation: Subtype: Link Rect: 118, 680, 512, 701 Flags: Print Annotation: Subtype: Link Rect: 82, 659, 378, 680 Flags: Print Annotation: Subtype: Link Rect: 145, 597, 386, 618 Flags: Print Annotation: Subtype: Link Rect: 118, 411, 512, 432 Flags: Print Annotation: Subtype: Link Rect: 82, 390, 190, 411 Flags: Print Annotation: Subtype: Link Rect: 339, 307, 459, 328 Flags: Print Annotation: Subtype: Link Rect: 118, 224, 439, 245 Flags: Print Annotation: Subtype: Link Rect: 207, 162, 308, 183 Flags: Print Page: Sequence: 98 Annotations: Annotation: Subtype: Link Rect: 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563 Flags: Print Annotation: Subtype: Link Rect: 118, 480, 390, 501 Flags: Print Annotation: Subtype: Link Rect: 118, 418, 512, 439 Flags: Print Annotation: Subtype: Link Rect: 82, 397, 243, 418 Flags: Print Annotation: Subtype: Link Rect: 118, 294, 388, 314 Flags: Print Annotation: Subtype: Link Rect: 118, 128, 512, 149 Flags: Print Annotation: Subtype: Link Rect: 82, 107, 512, 128 Flags: Print Annotation: Subtype: Link Rect: 82, 86, 512, 107 Flags: Print Annotation: Subtype: Link Rect: 82, 66, 179, 86 Flags: Print Page: Sequence: 100 Annotations: Annotation: Subtype: Link Rect: 118, 708, 512, 729 Flags: Print Annotation: Subtype: Link Rect: 82, 688, 228, 708 Flags: Print Page: Sequence: 101 Page: Sequence: 102 Page: Sequence: 103 Page: Sequence: 104 Page: Sequence: 105 Page: Sequence: 106 Page: Sequence: 107 Page: Sequence: 108 Page: Sequence: 109 Page: Sequence: 110 Page: Sequence: 111 Page: Sequence: 112 Page: Sequence: 113 Page: Sequence: 114 Page: Sequence: 115 Page: Sequence: 116 Page: Sequence: 117 Page: Sequence: 118 Page: Sequence: 119 Checksum: 90695748 Type: CRC32 Checksum: 99a114e6314ea9190c0130334408422e Type: MD5 Checksum: c0911f396244f8c316f8d6870fd484c1e28d703a Type: SHA-1