Aproximación teórica de los elementos del capital de marcaCaracterísticas, medición e implicaciones estratégicas

Abstract

Brand construction supposes an unprecedented business evolution to which every organization must adhere if it wants to continue to compete in an environment in which the intangibility, senses, and experiences of purchase and consumption are considered to be the most important values. Thus, many managers refer to the brand as something more than the mere offer of products and services. The literature contains some studies that have certainly emphasized the importance of brand management at all levels and, especially, in the business world. Consequently, brand elements were identified and differentiated; of these, brand capital stands out. Next, the main models of brand capital were reviewed and four different elements, which are components of brand capital, were identified: (1) brand awareness, (2) brand image, (3) perceived quality, and (4) brand loyalty. Hence, the objective of this study is to lay out the scientific basis in terms of the characteristics, measurement, and strategic implications of each of these elements. Through a theoretical review of the main related studies, a basic structure is designed in order to work with each element in the scientific and professional spheres.