Abstract

LOPEZ RODRIGUEZ, Campo Elías et al. Strategic Focuses of Brand Equity in Companies that Internationalize Logistics Operation Services in Bogota. rev.univ.empresa [online]. 2018, vol.20, n.35, pp.117-142. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.5570.

This scientific research article explores the direct relationship between brand equity's strategic standpoints and the relevance that this aspect has for the companies offering logistic operation services. This concept is a tool that helps companies not only create an identity in the logistic market, but also make a great difference compared to their competition, showing efficient and quality services in the market. All of this is done in order to settle the brand into the customers' mind, and to turn into the chosen option by them. For this article, a quantitative methodology was carried out, that pursued to describe the behavior of those standpoints in the logistics operators in Bogota, identifying relevant findings for this sector in the Colombian capital city.

Keywords : Branding; branding value; logistics operator; internationalization; logistics operation services.

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