Análisis de modelos de Branding Corporativo

Abstract

La marca es uno de los activos intangibles de mayor valor en las empresas. El branding ha estado presente durante siglos, pero el auge de fusiones empresariales a partir de 1980 incrementó el interés en las empresas, dándole importancia al valor de las marcas y a su gestión. Este estudio se centró en hacer una revisión de modelos de branding corporativo propuestos por la literatura, para su clasificación y sistematización. Se realizó una investigación con enfoque cualitativo basada en el método deductivo, a partir de lo general se identificaron los conceptos y modelos de branding corporativo, para luego identificar las variables o elementos que los comprenden. Se pudo apreciar que los modelos analizados son generalmente de construcción de marca con enfoques estratégicos y tácticos, en su mayoría teóricos, es decir, propuestos por autores referentes del marketing mediante investigaciones académicas propias y otras bases conceptuales. Palabras clave: estrategia de marketing; gestión de marca; branding. ABSTRACT The brand is one of the most valuable intangible assets in companies. Branding has been present for centuries, but the rise of corporate mergers since 1980 increased interest in companies giving importance to the value of brands and their management. This study focused on making a review of corporate branding models proposed by the literature, for its classification and systematization. An investigation was carried out with a qualitative approach based on the deductive method, starting from the general, the concepts and models of corporate branding were identified until the variables or elements that comprise these were reviewed. Being able to appreciate that the models analyzed are generally brand building models with strategic and tactical approaches and mostly theoretical, that is, proposed by authors referring marketing through their own academic research and other conceptual bases. Keywords: marketing strategy; brand management; branding.

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