Strategy, Mkt & Comms
Resources
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Area of development
This challenge is ideal for undergraduate students of Advertising and Public Relations, Marketing and Advertising Technicians, who are looking for a great theme for the development of their TFG/TFM.
Intro
Over the last 100 years, Telefónica has transformed its visual identity and advertising to adapt to market demands.
This challenge seeks to explore how these changes have reinforced its position as a leader in the sector and strengthened its relationship with its consumers.
Challenge Description
Your TFG/TFM will allow you to analyse the evolution of Telefónica's brand identity and advertising strategies from its foundation to the present day, taking into account the historical, social, technological and business contexts that have influenced its transformation.
- STEPS TO FOLLOW:
Historically contextualise the origin and development of Telefónica.
Research the company's key milestones from 1924 to 2024.
Study the evolution of the brand's visual and verbal identity.
Analyse logos, slogans, brand names (e.g. Movistar, O2, Vivo) and their coherence or rupture in different periods.
Examine public perception and brand re-positioning.
Analyse the most representative advertising campaigns of each decade.
Identify and classify advertising messages, formats and media.
Study the values communicated and their relationship with the socio-cultural context of each period.
Evaluate the impact of technological and media changes on communication strategies.
Observe the transition from traditional media (radio, press, television) to the digital environment and social networks.
Investigate how advertising narrative has adapted to the multiplatform ecosystem.
To examine Telefónica's role in the construction of the social imaginary about technology and communication in Spain and Latin America.
To investigate how the brand has positioned itself in relation to concepts such as modernity, connectivity, innovation and digital inclusion.
Critically reflect on the evolution of the brand in relation to corporate reputation and social responsibility.
Analyse institutional campaigns, CSR actions and their impact on public image.
