<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1794-4449</journal-id>
<journal-title><![CDATA[Revista Lasallista de Investigación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Lasallista Investig.]]></abbrev-journal-title>
<issn>1794-4449</issn>
<publisher>
<publisher-name><![CDATA[Corporación Universitaria Lasallista]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-44492017000100013</article-id>
<article-id pub-id-type="doi">10.22507/rli.v14n1a1</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Imagen y posicionamiento de marcas en la industria de agroquímicos en Colombia]]></article-title>
<article-title xml:lang="en"><![CDATA[Image and positioning of brands in agrochemical industry in Colombia]]></article-title>
<article-title xml:lang="fr"><![CDATA[Imagem e posicionamento de marcas na indústria de agroquímicos na Colômbia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortegón Cortázar]]></surname>
<given-names><![CDATA[Leonardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Institución Universitaria Politécnico Grancolombiano  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<volume>14</volume>
<numero>1</numero>
<fpage>13</fpage>
<lpage>28</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-44492017000100013&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-44492017000100013&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-44492017000100013&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción. La investigación sobre la imagen y el posicionamiento de las marcas es parte de la gestión y dirección estratégica de cualquier compañía a fin de maximizar la respuesta de los mercados.  Objetivo. Este estudio investigo el mercado de las compañías de productos químicos agrícolas en Colombia en relación con estas variables de interés articulado al gran potencial de este mercado, la no existencia de un competidor dominante, gran tamaño del mercado y la limitada literatura disponible en investigación competitiva de marcas en esta industria.  Materiales y métodos. Se diseñó un estudio exploratorio, con grupos de discusión en diferentes regiones de Colombia con el fin de caracterizar la imagen y posicionamiento de marca.  Resultados. El estudio demuestra empíricamente los conceptos de interés a partir de asociaciones únicas, favorables e importantes para cada marca como por ejemplo la presencia o ausencia de acompañamiento de asesores, respaldo técnico, percepción de precio y buena calidad entre otras.  Conclusiones. Los resultados aportan una mayor comprensión de cada marca o compañía para favorecer la gestión competitiva y comercial, especialmente al diferenciar el posicionamiento y la imagen de marca por regiones en Colombia determinando los atributos favorables y desfavorables.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Introdução. A investigação sobre a imagem e o posicionamento das marcas é parte da gestão e direção estratégica de qualquer companhia a fim de maximizar a resposta dos mercados.  Objetivo. Este estudo investigo o mercado das companhias de produtos químicos agrícolas na Colômbia em relação a estas variáveis de interesse articulado ao grande potencial deste mercado, a não existência de um competidor dominante, grande tamanho do mercado e a limitada literatura disponível em investigação competitiva de marcas nesta indústria.  Materiais e métodos. Se desenhou um estudo exploratório, com grupos de discussão em diferentes regiões da Colômbia com o fim de caracterizar a imagem e posicionamento da marca.  Resultados. O estudo demostra empiricamente os conceitos de interesse a partir de associações únicas, favoráveis e importantes para cada marca como por exemplo a presença ou ausência de acompanhamento de assessores, respaldo técnico, percepção preço e boa qualidade entre outras.  Conclusões: Os resultados aportam uma maior compreensão de cada marca ou companhia para favorecer a gestão competitiva e comercial, especialmente ao diferenciar o posicionamento e a imagem da marca por regiões na Colômbia determinando os atributos favoráveis e desfavoráveis.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[imagen]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento de marca]]></kwd>
<kwd lng="es"><![CDATA[Producto agrícola]]></kwd>
<kwd lng="es"><![CDATA[Industria química]]></kwd>
<kwd lng="es"><![CDATA[Economía de la empresa]]></kwd>
<kwd lng="en"><![CDATA[image]]></kwd>
<kwd lng="en"><![CDATA[brand positioning]]></kwd>
<kwd lng="en"><![CDATA[agricultural product]]></kwd>
<kwd lng="en"><![CDATA[chemical industry]]></kwd>
<kwd lng="en"><![CDATA[company's economics]]></kwd>
<kwd lng="pt"><![CDATA[imagem]]></kwd>
<kwd lng="pt"><![CDATA[posicionamento de marca]]></kwd>
<kwd lng="pt"><![CDATA[Produto agrícola]]></kwd>
<kwd lng="pt"><![CDATA[Indústria química]]></kwd>
<kwd lng="pt"><![CDATA[economia da empresa]]></kwd>
</kwd-group>
</article-meta>
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