Introduction.

The research on the image and positioning of brands is part of management and strategic direction of any company intended to maximize market response.

Objective.

Through this research, an investigation was conducted to the companies that distribute agrochemical products in Colombia in relation to these variables of interest, together with the great potential of this market, the nonexistence of a prevailing competitor, the big size of the market, and the limited literature available in competitive research on brands from such industry.

Materials and methods.

An exploratory research was designed with discussion groups from different regions in Colombia, with the purpose of characterizing image and positioning of brand.

Results.

The study empirically shows the concepts of interest from unique, favorable, and important associations for each brand, such as presence or lack of advisory, technical support, price perception, and good quality, among others.

Conclusions.

Results provide a better understanding of each brand or company in order to facilitate the competitive and commercial management, especially when making differences between positioning and image of the brand by regions in Colombia, determining both positive and negative characteristics.

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