Identity, Positioning, Brand Image and Brand Equity Comparison.

• Autores: Eduardo de Paula e Silva Chaves
• Localización: Independent Journal of Management & Production, ISSN-e 2236-269X, Vol. 8, Nº. 4, 2017 (Ejemplar dedicado a: Independent Journal of Management & Production), págs. 1246-1263
• Idioma: inglés
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• Resumen

  • The management of marketing has as presupposition the understanding of the relations between market and consumption, as well as, the concepts related to the maximization of the results of the company. In this way, an article was elaborated in search of the understanding of the existing relations between brand identity, positioning, brand image and brand equity. In this context, qualitative-quantitative research was sought to describe the existing relationships between concepts, as well as the conceptual and managerial gaps arising from their management. As a result of this work we have the analysis of the conceptual and operational gaps of these concepts.