No. 22 (julio diciembre 2015)

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Browsing No. 22 (julio diciembre 2015) by Subject "Consumidor"

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    El branding como una respuesta de la aplicación de la psicología en al ámbito del marketing y la gestión comercial
    (Universidad de Cuenca, 2015-07) González Loyola, Pablo Arturo; Pesántez Vicuña, Fernando
    Nowadays, marketing plays a preponderant role in the whole world. However, it can be seen that some organizations are more successful than others that barely survive in the market. If one analyzes the success of the first with respect to the second, it is often found that the key to it is not a competitive advantage over the characteristics of the product and its technical aspects. On the contrary, only its differential advantage ends up being the brand. The questions then point to how it is that certain brands by themselves are capable of generating value and preference in customers. It is there when the purely commercial aspect stops being sufficient to explain this. It is necessary then to refer to other areas to give answers to certain concerns such as this one. Marketing as a social science has been developed on the basis of other sciences such as economics, anthropology, psychology, sociology, statistics, among others. Then, it will be these sciences that will allow explaining the value that a brand can generate in its market, a value that to contextualize within the scope of marketing has been called Branding or brand value. Psychology will explain many of these elements with their different authors and theories. To cite some worth mentioning theories of motivation, attitudes, perception, learning, personality and how to understand that organizations apply these principles to generate emotions and feelings for brands, this being the differentiating element and that generates a competitive advantage over the rest of offers in the market.