Gloria Jimenez-Marin, Rodrigo Elias Zambrano, Araceli Galiano-Coronil, Luis Tobar-Pesantez
There is a correlation between social marketing management and its strategic approach to brand management, from the angle of striving to achieve goals that lead to greater social good. This can also be seen in its management of happiness. In this dynamic, brand management based on the social marketing - happiness management binomial makes it possible to build powerful brands that successfully integrate the culture that surrounds them, providing them with social benefits, achieved thanks to the positivism generated by their advertising, and economic benefits, as they make companies more profitable. The aim of this research is to analyze the case of the management of one of the most valuable brands in the world, Grupo Santander, to find out whether advertising, as a tool, has taken the cultural branding model to reach its audiences and, with it, generate happiness and profitability. The methodology is based on the branding management approach to verify how this marketing model is perfectly valid for the development of communication and social marketing actions. The results point to the validity and reliability of the model, as well as the importance of advertising creativity in the process of branding management in the era of Industry 4.0.