The imbalance in brand management

This paper presents the importance of keeping a balance in brand management, with the main objective to ease an emotional relationship with the target audience. Starting from small mistakes or omissions in the image approach, organizations can substantially turn aside the way of a better relationshi...

Deskribapen osoa

Gorde:

Xehetasun bibliografikoak
Egile nagusia:	Idrobo, Carlos Javier; Institución Universitaria Colegio Mayor del Cauca
Formatua:	Online
Hizkuntza:	spa
Argitaratua:	Universidad Católica de Pereira 2017
Sarrera elektronikoa:	https://biblioteca.ucp.edu.co/OJS/index.php/arquetipo/article/view/3680
Etiketak:	Etiketa erantsi Etiketarik gabe, Izan zaitez lehena erregistro honi etiketa jartzen!

id	oai:editorial.ucp.edu.co:article-3680
record_format	ojs
spelling	oai:editorial.ucp.edu.co:article-36802018-11-29T15:28:53Z The imbalance in brand management El desbalance en la gestión de las marcas Idrobo, Carlos Javier; Institución Universitaria Colegio Mayor del Cauca Design, advertising, communication management, trademark, marketing. Diseño, publicidad, administración de la comunicación, marca registrada, marketing. This paper presents the importance of keeping a balance in brand management, with the main objective to ease an emotional relationship with the target audience. Starting from small mistakes or omissions in the image approach, organizations can substantially turn aside the way of a better relationship with the user. In order to avoid this situation, the brand management should not be based solely on figures or in a purely aesthetic issue, it must maintain a stable balance between the institutional reality and the personality it projects. The brands must fulfil the promise they make to their users. A study case focus in the Institución Universitaria Colegio Mayor del Cauca brand, located in Popayán city, Cauca, is presented. Se presenta un estudio de caso enfocado en la marca de la Institución Universitaria Colegio Mayor del Cauca, localizada en la ciudad de Popayán, Cauca. El artículo expone la importancia de mantener el balance en el manejo de las marcas, para facilitar una relación emocional con el público. La gestión de la marca no puede basarse solamente en cifras o ser una cuestión puramente estética, sino que debe mantener un equilibrio estable entre la realidad institucional y la personalidad que proyecta; las marcas deben cumplir con la promesa que hacen a su usuario. Universidad Católica de Pereira Universidad Católica de Pereira Universidad Católica de Pereira 2017-07-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://biblioteca.ucp.edu.co/OJS/index.php/arquetipo/article/view/3680 10.31908/22159444.3680 Arquetipo; Núm. 15 (Jul. - Dic. 2017); 149 - 162 2215-9444 spa https://biblioteca.ucp.edu.co/OJS/index.php/arquetipo/article/view/3680/4001 Copyright (c) 2018 Arquetipo https://creativecommons.org/licenses/by-nc/4.0
institution	Universidad Católica de Pereira
collection	OJS
language	spa
format	Online
author	Idrobo, Carlos Javier; Institución Universitaria Colegio Mayor del Cauca
spellingShingle	Idrobo, Carlos Javier; Institución Universitaria Colegio Mayor del Cauca The imbalance in brand management
author_facet	Idrobo, Carlos Javier; Institución Universitaria Colegio Mayor del Cauca
author_sort	Idrobo, Carlos Javier; Institución Universitaria Colegio Mayor del Cauca
title	The imbalance in brand management
title_short	The imbalance in brand management
title_full	The imbalance in brand management
title_fullStr	The imbalance in brand management
title_full_unstemmed	The imbalance in brand management
title_sort	imbalance in brand management
description	This paper presents the importance of keeping a balance in brand management, with the main objective to ease an emotional relationship with the target audience. Starting from small mistakes or omissions in the image approach, organizations can substantially turn aside the way of a better relationship with the user. In order to avoid this situation, the brand management should not be based solely on figures or in a purely aesthetic issue, it must maintain a stable balance between the institutional reality and the personality it projects. The brands must fulfil the promise they make to their users. A study case focus in the Institución Universitaria Colegio Mayor del Cauca brand, located in Popayán city, Cauca, is presented.
publisher	Universidad Católica de Pereira
publishDate	2017
url	https://biblioteca.ucp.edu.co/OJS/index.php/arquetipo/article/view/3680
work_keys_str_mv	AT idrobocarlosjavierinstitucionuniversitariacolegiomayordelcauca theimbalanceinbrandmanagement AT idrobocarlosjavierinstitucionuniversitariacolegiomayordelcauca eldesbalanceenlagestiondelasmarcas AT idrobocarlosjavierinstitucionuniversitariacolegiomayordelcauca imbalanceinbrandmanagement
_version_	1709459372264914944

The imbalance in brand management

Antzeko izenburuak