The purpose of this research is to analyze the communication strategies of trademark in the Spanish exemption enterprises. We tried to determine the contribution of the communication strategies and publicity as tools that contribute, in a wider communication model, to the optimization of communication efficiency of the exemption enterprises, facilitating their growth and expansion. Qualitative analysis techniques (participant observation) have been used in certain enterprises, and qualitative techniques (survey) in a wider number of exemption enterprises. The objective was to determine the strategies used by the exemptions to impact on their objective public, the potentials exemptioned. It has been identified different strategies valued by the enterprises as very efficient, and that are directed to the three publics of the exemption enterprise: present exemptioned ones, final costumers, and, the most important for this research: the potential ones.

 

As main conclusion, it is underlined that the use of the communication strategies defined ad hoc for the exemption enterprise, and inserted in a communicational model designed specially for this kind of enterprises, contributes in a remarkable way to the growth and expansion of the enterprises in the market. This is demonstrated after the qualitative analysis of the studied enterprises, as in quantitative way by analyzing a wider number of exemption enterprises in Spain.