<?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>2027-8306</journal-id>
<journal-title><![CDATA[Revista de Investigación, Desarrollo e Innovación]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Investig. Desarro. Innov.]]></abbrev-journal-title>
<issn>2027-8306</issn>
<publisher>
<publisher-name><![CDATA[Universidad Pedagógica y Tecnológica de Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2027-83062018000200033</article-id>
<article-id pub-id-type="doi">10.19053/20278306.v9.n1.2018.8505</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Reposicionamiento de marca: el camino hacia la competitividad de las pequeñas y medianas empresas]]></article-title>
<article-title xml:lang="en"><![CDATA[Rebranding: the road to competitiveness of small and medium businesses]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Gil]]></surname>
<given-names><![CDATA[Cristian]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Figueroa-Ramírez]]></surname>
<given-names><![CDATA[Edward Fabián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Correa-Corrales]]></surname>
<given-names><![CDATA[Luis Eduardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de la Amazonia  ]]></institution>
<addr-line><![CDATA[Florencia ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de la Amazonia  ]]></institution>
<addr-line><![CDATA[Florencia ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de la Amazonia  ]]></institution>
<addr-line><![CDATA[Florencia ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>9</volume>
<numero>1</numero>
<fpage>33</fpage>
<lpage>46</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2027-83062018000200033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2027-83062018000200033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2027-83062018000200033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Con la apertura de nuevos mercados basados en el conocimiento, cobra importancia el desarrollo de marcas que vayan a tono con el estilo de vida de cada consumidor, un reto para las pymes que siempre han subestimado su capacidad de construir su propia identidad corporativa. El objetivo de este documento es analizar cómo a través del reposicionamiento de la marca, se puede lograr la competitividad de las empresas sin importar el tamaño del negocio, solamente considerando la indagación constante del mercado. Se desarrolló un estudio descriptivo donde se definieron tres categorías de análisis: reposicionamiento como estrategia, la construcción de la marca y la competitividad en las pymes. Estas categorías se identificaron en 54 documentos, correspondientes a artículos científicos, libros y proyectos de grado recuperados de bases de datos académicas. Se concluye que reposicionar una marca amerita el diseño e implementación de sistemas de planeación, comunicación y monitoreo, en donde todas las áreas de la organización participan, con miras a enfocar sus actividades económicas y/o sociales en función de uno o varios mercados.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The opening of new markets based on knowledge takes importance in the development of brands that are related to the lifestyle of the consumer. It is a challenge for the Pymes that have always underestimated their capacity to construct their own corporate identity. The aim of this paper is to analyze how through the repositioning of the brand, the enterprise competitiveness can be achieved no matter the size of the business, considering the constant investigation of the market. A descriptive study was developed in which three categories of analysis were defined: repositioning as a strategy, the construction of the brand and the competitiveness of Pymes. These categories were identified in 54 documents that correspond to scientific articles, books and thesis from academic databases. It is concluded that repositioning a brand demands the design and implementation of planning, communication and monitoring systems, in which all the areas of the organization participate in order to focus their economic and social activities in function of one or more markets.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[reposicionamiento]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[pymes]]></kwd>
<kwd lng="es"><![CDATA[mercado]]></kwd>
<kwd lng="en"><![CDATA[repositioning]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[Pymes]]></kwd>
<kwd lng="en"><![CDATA[market]]></kwd>
</kwd-group>
</article-meta>
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