Abstract

GONZALEZ-DURAN, LINA VANESSA; CHAPARRO-ROSAS, LUIS FERNANDO  and  ORTEGON-CORTAZA, LEONARDO. BRAND MANAGEMENT OF SMES: FLORICULTURE SECTOR OF SABANA CENTRO REGION. Dimens.empres. [online]. 2018, vol.16, n.2, pp.55-72. ISSN 1692-8563.  https://doi.org/10.15665/rde.v16i2.858.

This research project aims to identify the processes of brand management in SMEs in the floriculture sector, center of the savannah region in Colombia understanding the importance of this sector with 79% of hectares planted with flowers and representing 3% of the domestic exports (DANE, 2010), this research focuses on brand management, activities and processes as corporate image, positioning, recording and brand architecture that will set the action variables in terms of management, starting from the literature review supported on a methodological process consists of a descriptive correlational design that allows us to find six dimensions that will be the starting point for managing an SME want to consolidate your brand.

Keywords : Brand management; SMEs; Flower industry.

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