Marca país Colombia en busca de representación con las empresas del Oriente Antioqueño

Country brand "is the reflection of an identity that becomes the essence of the existence of a company or product" (Yejas, D. A. A. A. 2020, p. 7). is the way in which consumers perceive the good offered, also considers also the total effort of an entire country as an organization, is the creation of tangible and intangible products to compete and represent globally, since "this organizational effort represents value , culture and personality" Abó (2010) before the people who acquire the products of that region, it is not only a product that is offered, but the identity of an entire country; The result of a country brand, "is the set and mix of global perceptions of people about this nation or territory and these are given through: products, politics, culture, business climate , tourist attractions, etc. , " Felipa, P. B. (2014). In order to become a tool to obtain a positioning and recognition worldwide, thus achieving the conquest of international markets through competition between countries, also generate positive feelings in the target consumer that allows favoring international brands to be produced in the country attracting foreign investment, seeking a good reputation that favors "the introduction of domestic brands abroad enhancing exports, thus improving the balance of trade and the territory" (Abó, 2010, p. 4), which are obtained with the capitalization of the country brand.

• Autores: Olarte-Henao, Valery; Sanchez-Barbosa, Jhon William
• Tipo de recurso: Tesis
• Fecha de publicación: 2022
• Institución: Universidad Católica de Oriente
• Repositorio: Repositorio UCO
• OAI Identifier: oai:repositorio.uco.edu.co:20.500.13064/1532
• Acceso en línea: https://repositorio.uco.edu.co/handle/20.500.13064/1532
• Palabra clave: Marca comercial; Sistema de gestión; Entorno de gestión; Estructura de marca; Trademark; Management system; Management environment; Brand structure; Marcas comerciales; Marca de comercio; Nombres comerciales; Licencias de marca; propiedad industrial; Investigación industrial; Investigación y Desarrollo (Industria)
• License: http://creativecommons.org/licenses/by/3.0/