Analysis of the Spain Global country brand through its campaigns.

The present study is an analysis on the country brand Spain Global, said brand came into operation in 2018 replacing the previous country brand Marca España created in 2012. Since its entry into operation until today it has undergone changes in its management. It is defined as a "Secretariat of State of Global Spain is responsible for the conscious management of the image and reputation of Spain.For the development of the study, the definition of Global Spain, the Social Networks and the networks Facebook, YouTube and Twitter are approached from a theoretical point of view. The samples chosen for the study were a total of 14 videos described in the development of the analysis that have served to promote the brand. The methodology used has been carried out through a content analysis; an analysis of the monetary gains collected based on the visualizations of the videos and a survey on the knowledge that citizens have about Global Spain. The results yielded significant data on the performance of the campaigns on Facebook, YouTube and Twitter, and the knowledge of España Global.