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ISSN: 2773-7489
Correo: editor@istvidanueva.edu.ec
URL: http://nexoscientificos.vidanueva.edu.ec/index.php/ojs/index
Fecha de aceptación: diciembre 2023
Revista Nexos Científicos
julio - diciembre 2023 pp. 67-77
Volumen 7, Número 2
Fecha de recepción: diciembre 2023
1. INTRODUCCIÓN
La construcción y la gestión de la marca
desempeñan un papel crítico en la estrategia
empresarial, ya que son esenciales para
garantizar la continuidad de la empresa y para
establecer una relación efectiva y constante
con sus diversos grupos de interés. Según
Kotler y Keller (2016), el branding
corporativo se define como la gestión
estratégica de la marca de una organización.
En otras palabras, se refiere a cómo se
moldean las percepciones en la mente de los
consumidores en relación con la marca, sus
productos y servicios, con el objetivo de
simplificar la toma de decisiones de compra
(lo que fomenta la lealtad de los clientes) y,
en última instancia, aumenta el valor de la
empresa. Además, aborda la manera en que la
marca se comunica en un proceso de
interacción con sus partes interesadas para
alcanzar el posicionamiento deseado.
Siguiendo la conceptualización de Porter
(1990), el posicionamiento empresarial se
describe como el proceso de configuración
tanto de la oferta de la empresa como de su
imagen, y cómo esta estrategia se amalgama
para que la organización alcance una posición
privilegiada en la mente del consumidor. En
este contexto, la tarea de comunicación,
según la perspectiva de Kotler y Keller
(2016), conlleva la responsabilidad de
transmitir de manera efectiva la esencia
distintiva de la marca, destacando de manera
singular los beneficios inherentes a sus
productos o servicios; este cometido se
conoce como la comunicación de su
propuesta de valor única.
En su investigación, Keller (2008) profundiza
en la comprensión del concepto y los
antecedentes históricos del desarrollo de las
marcas. El término "branding" emerge como
una evolución de los métodos previamente
empleados para distinguir los productos de
diferentes productores. Este origen se
remonta a los métodos de marcado utilizados
en la identificación de ganado, porcelana y
artesanías en épocas pasadas. La palabra
"brand" en inglés, que proviene de la antigua
voz nórdica "brandr" con el significado de
"quemar", en última instancia, se traduce de
manera literal como "marca".
En el contexto del proceso de colonización en
Norteamérica, el inicio de la gestión de
marcas se origina en las prácticas
establecidas por la legislación inglesa que se
remontan al año 1266. En las décadas
posteriores, tras la Guerra Civil, se observó el
surgimiento de marcas de fabricantes
nacionales en Estados Unidos, un fenómeno
que abarcó desde 1860 hasta 1914. Este
período fue seguido por una fase de
expansión masiva que tuvo lugar entre 1915
y 1929. Posteriormente, como resultado de
los impactos derivados de la Gran Depresión,
surgieron desafíos significativos para las
marcas de fabricantes durante el período
comprendido entre 1930 y 1945. Finalmente,
se estableció el sistema de gestión de marcas
y se implementaron estándares en el lapso
que se extendió desde 1946 hasta 1985.
Piedra et al. (2017) lleva a cabo un análisis
exhaustivo de la transformación de las
marcas en el entorno contemporáneo y su
destacada relevancia en los mercados
globalizados. Este estudio se adentra en
conceptos esenciales, como el "momento de
la verdad", que se encuentra estrechamente
relacionado con la aparición de la World
Wide Web y el crecimiento del comercio
electrónico. Además, se exploran aspectos
relacionados con la "identidad digital" y se
aborda la caracterización de las generaciones
digitales en el contexto de la revolución que
caracteriza a la era 3.0.