Aerolíneas Argentinas Un ejercicio sobre la influencia del nuevo Gobierno argentino como marca país y la nueva imagen de la aerolínea a partir de diciembre de 2015

Scorpaniti, Rosana Margarita ; Lundquist, Cecilie

4. term

International Business Communication (Spanish), Master

2016

Dette kandidatspeciale undersøger, hvordan regeringsskiftet i Argentina i december 2015 – med Mauricio Macri og Cambiemos – har påvirket Argentina som nation brand, belyst gennem en caseanalyse af det statsejede flyselskab Aerolíneas Argentinas. Med afsæt i Nation Branding betragtes landet som en aktør, der konkurrerer om turisme, eksport m.m., og den officielle strategi Argentina Marca og selskabets image bruges til at belyse sammenhænge mellem politik, økonomi og omdømme. Teoretisk bygger studiet på Simon Anholt, Paul Capriotti, Melissa Aronczyk og Keith Dinnie. Metodisk anvendes en kvalitativ, hermeneutisk tilgang, der kombinerer kvantitative rangeringsdata og indeks, nyhedskilder og historiske dokumenter; analyserne omfatter bl.a. SWOT for Argentina som brand, SWOT for Aerolíneas Argentinas samt en gennemgang af selskabets visuelle identitet, herunder den opdaterede corporate identity i januar 2016. Problemformuleringen er: Hvilken indflydelse har regeringsskiftet haft på Aerolíneas Argentinas’ corporate image og på Argentina Marca som nation brand? Uddraget rummer ikke endelige fund, men studiet tilsigter at kortlægge udviklingen i Argentina Marca, vurdere brandingstrategiens fremdrift og klarlægge ændringer i selskabets image efter regeringsskiftet.

This master’s thesis examines how Argentina’s December 2015 change of government—under Mauricio Macri and Cambiemos—has affected the country’s nation brand, illustrated through a case study of the state-owned airline Aerolíneas Argentinas. Framed by Nation Branding, the country is viewed as a competitive actor for tourism, exports, and more; the official strategy Argentina Marca and the airline’s image are used to explore links between politics, economics, and reputation. The theoretical framework draws on Simon Anholt, Paul Capriotti, Melissa Aronczyk, and Keith Dinnie. Methodologically, the study applies a qualitative, hermeneutic approach combining quantitative ranking data and indices, news sources, and historical documents; analyses include a SWOT of Argentina as a brand, a SWOT of Aerolíneas Argentinas, and an examination of the airline’s visual identity, including its updated corporate identity in January 2016. The research question is: What influence has the government change had on Aerolíneas Argentinas’ corporate image and on Argentina Marca as a nation brand? The excerpt contains no final results, but the study aims to map developments in Argentina Marca, assess the progress of the branding strategy, and clarify changes in the airline’s image following the government transition.

[This summary has been generated with the help of AI directly from the project (PDF)]

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