Model for the implementation of sectoral brands: Proposal for methodological development

Abstract:

For the development of the research, a case study was carried out in three countries with four products from representative sectors with different instruments to determine the relevant points of these: the first instrument, based on the IMDI models, we took four tools. Locality, Value Chain, Trends and Added Value, which allowed us to find the values of product strategies, location, identity, sectors, consumption, among others; and the fifth tool has been made through the most relevant points of the productive sectors to know the Branding Strategy. With this we try to understand the existing sectoral brands in these three countries of Latin America, which will contribute with the analysis for the construction of a model to develop Sectoral Brands of any product with characteristics of origin of a country.

Año de publicación:

2019

Keywords:

• Study of cases
• Development model
• Sectoral brands

Fuente:

scopus