Librería Samer Atenea
Kálamo Books
Librería Elías (Asturias)
Librería Kolima (Madrid)
Librería Proteo (Málaga)
This dissertation examines the impact of this communication on the brand image of VE, a company faced with competition and the need to stand out in the marketplace. The study aims to assess the effectiveness of VE’s external communication, adopting a mixed method combining qualitative and quantitative approaches. The results reveal that VE has succeeded in differentiating itself thanks to a communications strategy focused on people and local involvement. By co-constructing its initiatives with customers and responding to their day-to-day concerns, the company has reinforced its credibility. Customers particularly appreciate VE’s environmental initiatives, which contribute to a positive perception of the brand. Service quality, responsiveness and adaptation to specific customer needs are key elements in this positive image. Evaluation of the communication tools used by VE has proved their effectiveness, with relevant indicators enabling the impact of the actions taken to be measured.
