Biblioteca Digital de VanguardiaBRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES
In an exploratory study, major flaws were detected in the work of brand management by small entrepreneurs in the city of Cali, revealing different mistakes that are made from the ignorance of the brand concept and how it could be projected. At this point, questions arose as to whether the problems t...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4036 |
| _version_ | 1782344932724310016 |
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| author | Cortés Pardo, Paola |
| author_facet | Cortés Pardo, Paola |
| author_sort | Cortés Pardo, Paola |
| collection | Revista |
| description | In an exploratory study, major flaws were detected in the work of brand management by small entrepreneurs in the city of Cali, revealing different mistakes that are made from the ignorance of the brand concept and how it could be projected. At this point, questions arose as to whether the problems that these small entrepreneurs interviewed had, would also be reflected in the brand management of medium and large companies. That is why this research seeks to make a comparison of the brand management that companies of different sizes give to their brands. To make this possible, a sample was taken from the Cali Chamber of Commerce database of companies of different sizes but working in the same economic sectors. This is how companies from production sectors such as construction companies, textile companies and home furniture factories were selected; We also worked with the service sector, in which restaurants, hotels and aesthetic clinics were taken into account. Some findings obtained were surprising and others allowed to confirm some hypotheses that were had around the image that companies give to their brands, suggesting that, regardless of size, from ignorance it is difficult to have good brand management. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4036 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40362020-10-03T17:33:58Z BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES GESTIÓN DE MARCA: UN PROBLEMA CON DIFERENTES TAMAÑOS Cortés Pardo, Paola Marca personalidad de marca manual de imagen corporativa valor de marca Brand brand personality corporate image manual brand equity In an exploratory study, major flaws were detected in the work of brand management by small entrepreneurs in the city of Cali, revealing different mistakes that are made from the ignorance of the brand concept and how it could be projected. At this point, questions arose as to whether the problems that these small entrepreneurs interviewed had, would also be reflected in the brand management of medium and large companies. That is why this research seeks to make a comparison of the brand management that companies of different sizes give to their brands. To make this possible, a sample was taken from the Cali Chamber of Commerce database of companies of different sizes but working in the same economic sectors. This is how companies from production sectors such as construction companies, textile companies and home furniture factories were selected; We also worked with the service sector, in which restaurants, hotels and aesthetic clinics were taken into account. Some findings obtained were surprising and others allowed to confirm some hypotheses that were had around the image that companies give to their brands, suggesting that, regardless of size, from ignorance it is difficult to have good brand management. En un estudio exploratorio se detectaron grandes falencias en el trabajo de gestión de marca por parte de los pequeños empresarios de la ciudad de Cali, dejando al descubierto diferentes errores que se cometen desde el desconocimiento del concepto de marca y cómo esta podría proyectarse. En ese punto surgieron interrogantes acerca de si los problemas que evidenciaban esos pequeños empresarios entrevistados, también se verían reflejados en la gestión de marca de medianas y grandes empresas. Es por esto que esta investigación busca hacer un comparativo del manejo de marca que empresas de diferentes tamaños les dan a sus marcas. Para que esto fuera posible se tomó una muestra, a partir de la base de datos de la Cámara de Comercio de Cali, de empresas que tuvieran diferentes tamaños pero que trabajaran en los mismos sectores económicos. Es así como se seleccionaron empresas de sectores de la producción como constructoras, textileras y fábricas de muebles para el hogar; también se trabajó con el sector de servicios, en el cual se tuvieron en cuenta restaurantes, hoteles y clínicas estéticas. Algunos hallazgos obtenidos fueron sorprendentes y otros permitieron confirmar algunas hipótesis que se tenían alrededor de la imagen que las empresas les dan a sus marcas, dejando entrever que, sin importar el tamaño, desde el desconocimiento es difícil tener una buena gestión de marca. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4036 Colección Académica de Ciencias Sociales; Vol. 4 Núm. 2 (2017): Jul-Dic; 12-23 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4036/3736 |
| spellingShingle | Marca personalidad de marca manual de imagen corporativa valor de marca Brand brand personality corporate image manual brand equity Cortés Pardo, Paola BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES |
| title | BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES |
| title_full | BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES |
| title_fullStr | BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES |
| title_full_unstemmed | BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES |
| title_short | BRAND MANAGEMENT: A PROBLEM WITH DIFFERENT SIZES |
| title_sort | brand management: a problem with different sizes |
| topic | Marca personalidad de marca manual de imagen corporativa valor de marca Brand brand personality corporate image manual brand equity |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4036 |