Communication Management Systems
During the last decades, brand management has increased to become a topic of compulsory discussion among local and national governments, as well as among private and public organizations. This new aspect of management is of great importance, since if well planned, it may reveal important achievement...
| Autor Principal: | Fuentes Martínez, Sandra I.; Pontificia Universidad Javeriana, Bogotá - Colombia |
|---|---|
| Formato: | info:eu-repo/semantics/article |
| Idioma: | spa |
| Publicado: |
Pontificia Universidad Javeriana - Facultad de Comunicación y Lenguaje
2007
|
| Materias: | |
| Acceso en línea: |
http://revistas.javeriana.edu.co/index.php/signoypensamiento/article/view/4596 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| Sumario: |
During the last decades, brand management has increased to become a topic of compulsory discussion among local and national governments, as well as among private and public organizations. This new aspect of management is of great importance, since if well planned, it may reveal important achievements in the competitiveness and image of cities and countries. Therefore, the purpose of this paper is to approach the concept of integral branding from the perspective of a communication management system comprising three sub-systems: management environment, brand structuring, and link construction. |
|---|