Modelo de gestión de marca para la Corporación Gruppo Salinas

Abstract

The Gruppo Salinas Corporation offers quality products through the productive areas of its different associated companies that have been created gradually over time since the year 71, the year following the arrival of the main protagonist of all this history of entrepreneurship Father Antonio Polo, a priest of the parish and a Salesian educator born in Italy, who came to this parish decided to change the economic situation and to root out the poverty of this parish, through the creation of solidarity economy companies. With this investigation, we seek to give a better management of the brand Salinerito, brand that belongs to the Corporation Gruppo Salinas. Branding issues were addressed, the same ones that were used in the construction of a generic brand management model called ANPOL BRAND, based on models and work on brand management factors of different authors. The methodology used for the project was based on exploratory and descriptive research, allowed to capture the environment of the problem and consented to carry out an analysis of the characteristics that influence the creation of an adequate brand management in a popular and solidarity economy, to examine the problem was used the survey technique with a structured instrument for the collection of information. For the application of the generic brand management model ANPOL BRAND, it was done in the Gruppo Salinas Corporation, so that it serves as an example of the operational application of the model and thus better channel the application in future jobs and companies of the sector, seeking in this way generate value to the brand through the factors that make up the management.