Palabras clave
branding
co-creation
purpose-driven business Marketing
Era
Branding
co-creación
marcas con propósito
Cómo citar
Aceptado 2024-12-19
Publicado 2025-02-01
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Resumen
Los modelos de construcción de marcas han evolucionado a medida que las teorías del marketing se han desarrollado, incorporando nuevas variables. Inicialmente, el enfoque estaba en la recordación de marca, pero actualmente se ha ampliado hacia el rol social que las marcas deben cumplir. Este cambio reconoce tres principales aproximaciones. En primer lugar, la relación de control que las empresas creían tener sobre la marca se basaba en una lógica impositiva, conocida como "Top Down". Sin embargo, con el tiempo, este enfoque ha dado paso a un modelo de co-creación desde un contexto sociocultural, denominado "Bottom Up". En este ensayo se analizan las características y variables clave de cada etapa. Finalmente, se examinan los desafíos estratégicos que implica este cambio en los procesos y modelos de construcción de marca, donde las dinámicas tradicionales de control se ven alteradas y las marcas deben adaptarse a un entorno más participativo y colaborativo.
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