Comunicación y branding para el club deportivo especializado profesional UNIBILIVAR

Abstract

This present research aims to analyze the communication and branding management of the Unibolivar Professional Sports Club, to study its brand identity and its process of improving positioning within its digital environment. From a qualitative approach, it allowed us to understand from a detailed perspective, the key elements that make up the image and communication of the club on digital platforms. As part of the methodology, study tools such as documentary review and direct observation of published content were used, as well as the current image of the club from 2019 to 2024. Through this analysis, we sought to identify communication patterns, strengths, and areas for improvement in the branding and digital marketing strategy. To this end, comparative matrices were designed and applied to facilitate the systematization of the information collected, allowing us to demonstrate the changes and advances in the interaction with the club's digital community. This study focused on the evaluation of the communication strategies implemented and the analysis of the digital content published on social media, especially on Instagram and Facebook, which are two of the most used platforms for the dissemination of institutional images and messages. The results obtained offer a clear vision of the effectiveness of these strategies and their impact on public perception, providing recommendations to improve the club's positioning and brand identity in the digital ecosystem.