Brand management in Caleña`s SMEs: a boat adrift
In Colombia there is a large number of MSMEs,which must control their own environment situations making the brand work pass into the background;which ends up leading to copied or unregisterednames in corporate images poorly implemented orsimply a total lack of brand management.In this study, it was...
- Autores:
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2019
- Institución:
- Universidad Católica de Pereira
- Repositorio:
- Repositorio Institucional - RIBUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.ucp.edu.co:10785/11709
- Acceso en línea:
- https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/205
http://hdl.handle.net/10785/11709
- Palabra clave:
- Rights
- openAccess
- License
- Derechos de autor 2019 Textos y Sentidos
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2022-06-01T19:58:22Z2022-06-01T19:58:22Z2019-06-01https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/205http://hdl.handle.net/10785/11709In Colombia there is a large number of MSMEs,which must control their own environment situations making the brand work pass into the background;which ends up leading to copied or unregisterednames in corporate images poorly implemented orsimply a total lack of brand management.In this study, it was investigated about themanagement that MSMEs in the city of Cali, giveto the brand and how they understand this conceptand handled it within the daily processes of eachcompany. The collected information allowed toreach surprising conclusions, in which it is shownthat the work of brand management that madeCaleña`s MSMEs is much more precarious thanexpected to find at the time in which this study wasstarted.En Colombia existe un gran número de Mipymes, las cuales deben controlar situaciones propias de su entorno, haciendo que el trabajo de marca pase a un segundo plano; lo cual termina desembocando en nombres copiados o no registrados, en imágenes corporativas mal implementadas o sencillamente en una ausencia total de administración de marca. En este estudio se indagó acerca del manejo que las Mipymes de la ciudad de Cali le dan a la marca y cómo entienden este concepto y lo manejan dentro los procesos diarios de cada compañía. La información recolectada permitió llegar a conclusiones sorprendentes, en las cuales se muestra que el trabajo de administración de marca que las Mipymes caleñas realizan es mucho más precario de lo que se esperaba encontrar al momento de empezar el presente estudio.application/pdfspaUniversidad Católica de Pereirahttps://revistas.ucp.edu.co/index.php/textosysentidos/article/view/205/197Derechos de autor 2019 Textos y Sentidoshttps://creativecommons.org/licenses/by-nc/4.0/deed.es_EShttps://creativecommons.org/licenses/by-nc/4.0/deed.es_ESinfo:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Textos y Sentidos; Núm. 14 (2016); 45 - 602215-88202215-8812Brand management in Caleña`s SMEs: a boat adriftLa administración de marca en las Mipymes caleñas: un barco a la deriva.Artículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionCortés-Pardo, PaolaPublication10785/11709oai:repositorio.ucp.edu.co:10785/117092025-01-27 19:00:33.255https://creativecommons.org/licenses/by-nc/4.0/deed.es_ESDerechos de autor 2019 Textos y Sentidosmetadata.onlyhttps://repositorio.ucp.edu.coRepositorio Institucional de la Universidad Católica de Pereira - RIBUCbdigital@metabiblioteca.com |
| dc.title.eng.fl_str_mv |
Brand management in Caleña`s SMEs: a boat adrift |
| dc.title.spa.fl_str_mv |
La administración de marca en las Mipymes caleñas: un barco a la deriva. |
| title |
Brand management in Caleña`s SMEs: a boat adrift |
| spellingShingle |
Brand management in Caleña`s SMEs: a boat adrift |
| title_short |
Brand management in Caleña`s SMEs: a boat adrift |
| title_full |
Brand management in Caleña`s SMEs: a boat adrift |
| title_fullStr |
Brand management in Caleña`s SMEs: a boat adrift |
| title_full_unstemmed |
Brand management in Caleña`s SMEs: a boat adrift |
| title_sort |
Brand management in Caleña`s SMEs: a boat adrift |
| description |
In Colombia there is a large number of MSMEs,which must control their own environment situations making the brand work pass into the background;which ends up leading to copied or unregisterednames in corporate images poorly implemented orsimply a total lack of brand management.In this study, it was investigated about themanagement that MSMEs in the city of Cali, giveto the brand and how they understand this conceptand handled it within the daily processes of eachcompany. The collected information allowed toreach surprising conclusions, in which it is shownthat the work of brand management that madeCaleña`s MSMEs is much more precarious thanexpected to find at the time in which this study wasstarted. |
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2019 |
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2019-06-01 |
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2022-06-01T19:58:22Z |
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2022-06-01T19:58:22Z |
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Artículo de revista |
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http://purl.org/coar/resource_type/c_2df8fbb1 |
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http://purl.org/coar/resource_type/c_6501 |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
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info:eu-repo/semantics/article |
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/205 |
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http://hdl.handle.net/10785/11709 |
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/205 http://hdl.handle.net/10785/11709 |
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spa |
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spa |
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/205/197 |
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Derechos de autor 2019 Textos y Sentidos https://creativecommons.org/licenses/by-nc/4.0/deed.es_ES |
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https://creativecommons.org/licenses/by-nc/4.0/deed.es_ES |
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application/pdf |
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Universidad Católica de Pereira |
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Textos y Sentidos; Núm. 14 (2016); 45 - 60 |
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2215-8820 2215-8812 |
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Universidad Católica de Pereira |
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Repositorio Institucional de la Universidad Católica de Pereira - RIBUC |
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