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Abstract
In the face of the continuous evolution of the media ecosystem driven by technological influence, organizations find themselves in an ongoing communicative context of great relevance, focused on the corporate management of their brands. Companies continue to rely on advertising to produce much of their symbolic meaning with regard to consumers. Based upon a qualitative methodology, this study analyzes the content of four communication campaigns from the banking sector through an advertising lens. The aim is to assess how the advertising narratives proposed by Spanish banking brands are part of a complex process of corporate management (Wu, T., 2020), capable of transforming conventional product or service values into symbolic values for social change. The study argues that the relationship between banking brands and the social dimension they promote through their communication campaigns is a strategic management approach to what can be termed "branding and sociocultural links." This strategy seeks to address the expectations of consumer communities by aligning with their collective social and cultural interests.
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