Diagnóstico y propuesta de estrategias para la gestión del valor de marca del Diario Opinión.

Abstract

The present work has two diagnostic purposes in the brand value of Diario Opinión and propose strategies for the management of brand value. After a review of the literature it is determined that there is a considerable number of models for the measurement of the brand value, deciding to carry out the measurement with the David Aaker Model "Brand Equity", because it is the more employed and that meets variables that study the concept of brand value oriented towards consumers. So that the investigation is carried out an interview so that the interior of the company can be known, besides the application of the surveys with the purpose of measuring the value of the mark in 118 subjects, using the non-probabilistic sampling technique snowball , by the The limitations of time and access to people of interest. The results show that there are shortcomings in the dimensions of brand association, perceived quality and brand awareness, so strategies are proposed that contribute to its management and improvement.