Brand management in Caleña`s SMEs: a boat adrift
Keywords:
Brand, Brand personality, Brand value, Brand managementAbstract
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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