Rebranding: the road to competitiveness of small and medium businesses
The opening of new markets based on knowledge takes importance in the development of brands that are related to the lifestyle of the consumer. It is a challenge for the Pymes that have always underestimated their capacity to construct their own corporate identity. The aim of this paper is to analyze...
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| Format: | Online |
| Language: | spa |
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Universidad Pedagógica y Tecnológica de Colombia
2018
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| Online Access: | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505 |
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| _version_ | 1801705998475329536 |
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| author | Hernández-Gil, Cristian Figueroa-Ramírez, Edward Fabián Correa-Corrales, Luis Eduardo |
| author_facet | Hernández-Gil, Cristian Figueroa-Ramírez, Edward Fabián Correa-Corrales, Luis Eduardo |
| author_sort | Hernández-Gil, Cristian |
| collection | OJS |
| description | The opening of new markets based on knowledge takes importance in the development of brands that are related to the lifestyle of the consumer. It is a challenge for the Pymes that have always underestimated their capacity to construct their own corporate identity. The aim of this paper is to analyze how through the repositioning of the brand, the enterprise competitiveness can be achieved no matter the size of the business, considering the constant investigation of the market. A descriptive study was developed in which three categories of analysis were defined: repositioning as a strategy, the construction of the brand and the competitiveness of Pymes. These categories were identified in 54 documents that correspond to scientific articles, books and thesis from academic databases. It is concluded that repositioning a brand demands the design and implementation of planning, communication and monitoring systems, in which all the areas of the organization participate in order to focus their economic and social activities in function of one or more markets. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-8505 |
| institution | Revista de Investigación, Desarrollo e Innovación (RIDI) |
| language | spa |
| publishDate | 2018 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-85052020-11-06T02:07:06Z Rebranding: the road to competitiveness of small and medium businesses Reposicionamiento de marca: el camino hacia la competitividad de las pequeñas y medianas empresas Hernández-Gil, Cristian Figueroa-Ramírez, Edward Fabián Correa-Corrales, Luis Eduardo repositioning; brand; competitiveness; Pymes; market. reposicionamiento; marca; competitividad; pymes; mercado. The opening of new markets based on knowledge takes importance in the development of brands that are related to the lifestyle of the consumer. It is a challenge for the Pymes that have always underestimated their capacity to construct their own corporate identity. The aim of this paper is to analyze how through the repositioning of the brand, the enterprise competitiveness can be achieved no matter the size of the business, considering the constant investigation of the market. A descriptive study was developed in which three categories of analysis were defined: repositioning as a strategy, the construction of the brand and the competitiveness of Pymes. These categories were identified in 54 documents that correspond to scientific articles, books and thesis from academic databases. It is concluded that repositioning a brand demands the design and implementation of planning, communication and monitoring systems, in which all the areas of the organization participate in order to focus their economic and social activities in function of one or more markets. Con la apertura de nuevos mercados basados en el conocimiento, cobra importancia el desarrollo de marcas que vayan a tono con el estilo de vida de cada consumidor, un reto para las pymes que siempre han subestimado su capacidad de construir su propia identidad corporativa. El objetivo de este documento es analizar cómo a través del reposicionamiento de la marca, se puede lograr la competitividad de las empresas sin importar el tamaño del negocio, solamente considerando la indagación constante del mercado. Se desarrolló un estudio descriptivo donde se definieron tres categorías de análisis: reposicionamiento como estrategia, la construcción de la marca y la competitividad en las pymes. Estas categorías se identificaron en 54 documentos, correspondientes a artículos científicos, libros y proyectos de grado recuperados de bases de datos académicas. Se concluye que reposicionar una marca amerita el diseño e implementación de sistemas de planeación, comunicación y monitoreo, en donde todas las áreas de la organización participan, con miras a enfocar sus actividades económicas y/o sociales en función de uno o varios mercados. Universidad Pedagógica y Tecnológica de Colombia 2018-08-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/xml https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505 10.19053/20278306.v9.n1.2018.8505 Revista de Investigación, Desarrollo e Innovación; Vol. 9 No. 1 (2018): Julio-Diciembre; 33-46 Revista de Investigación, Desarrollo e Innovación; Vol. 9 Núm. 1 (2018): Julio-Diciembre; 33-46 2389-9417 2027-8306 spa https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505/7223 https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505/9653 Derechos de autor 2018 REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN |
| spellingShingle | repositioning; brand; competitiveness; Pymes; market. reposicionamiento; marca; competitividad; pymes; mercado. Hernández-Gil, Cristian Figueroa-Ramírez, Edward Fabián Correa-Corrales, Luis Eduardo Rebranding: the road to competitiveness of small and medium businesses |
| title | Rebranding: the road to competitiveness of small and medium businesses |
| title_alt | Reposicionamiento de marca: el camino hacia la competitividad de las pequeñas y medianas empresas |
| title_full | Rebranding: the road to competitiveness of small and medium businesses |
| title_fullStr | Rebranding: the road to competitiveness of small and medium businesses |
| title_full_unstemmed | Rebranding: the road to competitiveness of small and medium businesses |
| title_short | Rebranding: the road to competitiveness of small and medium businesses |
| title_sort | rebranding the road to competitiveness of small and medium businesses |
| topic | repositioning; brand; competitiveness; Pymes; market. reposicionamiento; marca; competitividad; pymes; mercado. |
| topic_facet | repositioning; brand; competitiveness; Pymes; market. reposicionamiento; marca; competitividad; pymes; mercado. |
| url | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505 |
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