Factores críticos de éxito de la marca
Date
2017-06-20
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Pontificia Universidad Católica del Perú
Abstract
El concepto de marca se ha utilizado desde tiempos milenarios, y en sus orígenes
sirvió para identificar la propiedad en sus actividades económicas, en la actualidad las
organizaciones han obtenido grandes beneficios económicos principalmente por la gestión de
marca, y con ello el desarrollo de distintos modelos de gestión donde se resalta
principalmente el valor de marca, la identidad y la estrategia de marca.
Este presente trabajo se realizó con el propósito de identificar aquellos factores que
convierten en exitosa a una marca, interés creciente de las organizaciones de hoy. Para ello se
aplicó la metodología de revisión de literatura lográndose identificar los criterios para definir
a una marca exitosa tales como rentabilidad, liderazgo, participación de mercado y
perdurable, así como los factores de éxito siendo agrupados dentro de cada uno de estos
criterios.
Los resultados de la revisión de la literatura mostraron tres tipos de trabajos: casos,
estudios y modelos; y se identificaron 12 factores críticos de éxito de la marca, estos son:
calidad, emoción, comunicación, consistencia, cultura, diferenciación, diseño, identidad,
innovación, personalidad, y valores.
Por otro lado, esta investigación servirá de marco de referencia para estudios
posteriores y para el desarrollo de la marca en las organizaciones
The brand concept has been used since ancient times, and originally served to identify the property in their economic activities, currently organizations have made great economic benefits mainly brand management, and thus the development of different models management which mainly highlights the value of brand identity and brand strategy. This present study was performed in order to identify those factors that make it a successful brand, growing interest in organizations today. This methodology was applied literature review identifying achieving the criteria for defining a successful brand such as profitability, leadership, and enduring market share and success factors being grouped within each of these criteria. The results of the literature review showed three types of work: case studies and models, and 12 critical success factors of the brand, these are identified: quality, emotion, communication, consistency, culture, differentiation, design, identity, innovation, personality, and values. Moreover, this research will serve as a framework for further development and brand studies in organizations
The brand concept has been used since ancient times, and originally served to identify the property in their economic activities, currently organizations have made great economic benefits mainly brand management, and thus the development of different models management which mainly highlights the value of brand identity and brand strategy. This present study was performed in order to identify those factors that make it a successful brand, growing interest in organizations today. This methodology was applied literature review identifying achieving the criteria for defining a successful brand such as profitability, leadership, and enduring market share and success factors being grouped within each of these criteria. The results of the literature review showed three types of work: case studies and models, and 12 critical success factors of the brand, these are identified: quality, emotion, communication, consistency, culture, differentiation, design, identity, innovation, personality, and values. Moreover, this research will serve as a framework for further development and brand studies in organizations
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Keywords
Marcas de fábrica, Mercadeo
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