Posicionamiento del valor de marca de firmas de moda

descriptionPublicationkeyboard_double_arrow_right Article 01 Jan 2013 Spain Publisher:Fundacion de Estudios Superiores e Investigacion ESICJournal:aDResearch ESIC International Journal of Communication Research, volume 7, pages 8-19 (issn: 1889-7304, eissn: 2340-3144,

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Authors: Nuñez Barriopedro, Estela; Cuesta Valiño, Pedro; Gutiérrez Rodríguez, Pablo;

doi: 10.7263/adresic-007-01

handle: 10612/21727

Posicionamiento del valor de marca de firmas de moda

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Abstract

Currently, the brand is a key value-adding tool for companies. A strong brand is a tool that allows one to create and maintain a valuable competitive advantage in competitive and globalized spheres. This research analyses the value of brands from the retailer’s perspective using an objective methodology that allows brand positioning against its main competitors and allows us to discover what the main differentiating strategies of each of the firms are. This study has been applied to the textile sector although it could also be used for other business sectors.

Country

Spain

Related Organizations

University of Leon
Spain
University of Alcalá
Spain

Keywords

Marketing, Communication. Mass media, comunicación, firmas de moda, Social Sciences, Posicionamiento, P87-96, Economía, H, Firmas de moda, Sector textil, gestión de marca, Comercio, Comunicación, posicionamiento, sector textil, Gestión de marca

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