Estrategias de marca en la empresa: Análisis y comparativa de tres marcas líderes

Domingo Martinez, Jose María
Martínez Salinas, Eva (dir.)

Universidad de Zaragoza, ECON, 2014

Graduado en Administración y Dirección de Empresas

Free keyword(s): análisis abc ; marca
Tipo de Trabajo Académico: Trabajo Fin de Grado
Notas: ABSTRACT In this paper several aspects around the brand have been chosen and analyzed through a theoretical framework. These aspects are selected due to their representation in the clear and unambiguous consumer’s perception of the Brand. Later, the planning of objectives is carried on, with the choice of three brands, specifically Apple, Google and Coca-Cola. The purpose is to look into which analyzed aspect in the theoretical framework constitutes the key of success for each of the brands, and finding out similarities between the three of the brands with the conclusions already made. The choice of the brands is based in the interest of dealing with leaders in their fields that assumedly proceed with optimal management of the subject. This way, the analysis shows these conclusions: For Apple, innovation and loyalty to the brand are the basic tenets, whereas for Google they are innovation and publicising. For Coca-Cola they would be publicising and fidelity of its consumers. That’s why innovation seems to be the key factor in technological industries, meanwhile brands oriented towards the product, fidelity to the brand appears really relevant. It is also noted that ad-investing and a planned publicity strategy, far from being just a promotion tool, turns into the main competitive weapon of any enterprise in the actual market. After the analysis, it seems evident that no brand is perfect and also the importance of the knowledge of the key aspect in each case, in order to achieve excellence in that particular feature, and never overlooking the rest of the aspects. 

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El registro pertenece a las siguientes colecciones:
trabajos-academicos-universidad-zaragoza > centro > facultad-de-economia-y-empresa
trabajos-academicos-universidad-zaragoza > trabajos-fin-grado

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