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Branding and corporate identity in the popular and solidarity financial sector

Revista Arbitrada Interdisciplinaria Koinonía (Online), 2020-05, Vol.5 (10), p.255-286 [Peer Reviewed Journal]

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Title:
Branding and corporate identity in the popular and solidarity financial sector
Author: María Gabriela Vintimilla-Veloz ; Juan Carlos Erazo-Álvarez ; Cecilia Ivonne Narváez-Zurita
Subjects: empresa ; marketing ; oferta y demanda ; publicidad
Is Part Of: Revista Arbitrada Interdisciplinaria Koinonía (Online), 2020-05, Vol.5 (10), p.255-286
Description: This article presents the case of CB Cooperative, an entity dedicated to financial intermediation previously called Cacpe Biblián. The problem of the investigation is that this institution decided to change its commercial name and renew its corporate image established for almost 26 years, producing uncertainty in its partners and clients. The objective of this study was to propose branding strategies for the improvement and position of its new image. Methodologically, the mixed-methods approach was used. The results of the research reflect the importance of the partners in the institution regarding their identity, values and attributes that relate them to one another; although most of them approve the corporate image change, it is not yet fully positioned in their minds. Subsequently, a proposal for branding was made oriented to dynamic phases and effective current tools for positioning the renewed image of the organization
Publisher: Fundación Koinonia
Language: Spanish
Identifier: ISSN: 2542-3088
EISSN: 2542-3088
DOI: 10.35381/r.k.v5i10.695
Source: DOAJ Directory of Open Access Journals

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