EL BRANDING COMO UNA RESPUESTA DE LA APLICACIÓN DE LA PSICOLOGÍA EN AL ÁMBITO DEL MARKETING Y LA GESTIÓN COMERCIAL

Pablo Gonzáles Loyola, Fernando Pesántez Vicuña
2016 Revista Economía y Política  
Keywords Today marketing is a really important around the world. However, some organizations got more success with respect to others. Some of them just survive while others are really big and known. If anyone analyze the success of big firms, it is possible to found that competitive advantage is not because of product characteristics or technical facts. Instead, their competitive advantage are built on brand value. The question is, how some brands were able to create value for customers and got
more » ... r customers and got their preference. At this point, commercial explanations are not enough. Marketing as a social science, has developed on other sciences like economy, anthropology, psychology, sociology, statistics and others. Therefore, these sciences explain how some brands generate value for his brands, values that marketing has named branding or brand value. Psychology is going to explain many of these elements with several authors and theories. For example there are theories about motivation attitudes, perceptions, learning, personality and how companies apply these ones to generate feelings and emotions for brands. This becomes the differentiator element and gains competitive advantage with respects to the others in the market.
doi:10.25097/rep.n22.2016.04 fatcat:wlakgnvcofbb5ehv3uuy6eeqoq