Branding and corporate identity in the popular and solidarity financial sector
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...
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| Format: | Article |
| Language: | Spanish |
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Fundación Koinonia
2020-05-01
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| Series: | Revista Arbitrada Interdisciplinaria Koinonía |
| Subjects: | |
| Online Access: | https://fundacionkoinonia.com.ve/ojs/index.php/revistakoinonia/article/view/695 |
| _version_ | 1818611958729932800 |
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| author | María Gabriela Vintimilla-Veloz Juan Carlos Erazo-Álvarez Cecilia Ivonne Narváez-Zurita |
| author_facet | María Gabriela Vintimilla-Veloz Juan Carlos Erazo-Álvarez Cecilia Ivonne Narváez-Zurita |
| author_sort | María Gabriela Vintimilla-Veloz |
| collection | DOAJ |
| 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 |
| first_indexed | 2024-12-16T15:38:36Z |
| format | Article |
| id | doaj.art-4f5b2f56fd3640bfad75993afe3e5036 |
| institution | Directory Open Access Journal |
| issn | 2542-3088 2542-3088 |
| language | Spanish |
| last_indexed | 2024-12-16T15:38:36Z |
| publishDate | 2020-05-01 |
| publisher | Fundación Koinonia |
| record_format | Article |
| series | Revista Arbitrada Interdisciplinaria Koinonía |
| spelling | doaj.art-4f5b2f56fd3640bfad75993afe3e50362022-12-21T22:26:06ZspaFundación KoinoniaRevista Arbitrada Interdisciplinaria Koinonía2542-30882542-30882020-05-0151025528610.35381/r.k.v5i10.695592Branding and corporate identity in the popular and solidarity financial sectorMaría Gabriela Vintimilla-Veloz0Juan Carlos Erazo-Álvarez1Cecilia Ivonne Narváez-Zurita2Universidad Católica de Cuenca, CuencaUniversidad Católica de Cuenca, CuencaUniversidad Católica de Cuenca, CuencaThis 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 organizationhttps://fundacionkoinonia.com.ve/ojs/index.php/revistakoinonia/article/view/695marketingoferta y demandapublicidadempresa. |
| spellingShingle | María Gabriela Vintimilla-Veloz Juan Carlos Erazo-Álvarez Cecilia Ivonne Narváez-Zurita Branding and corporate identity in the popular and solidarity financial sector Revista Arbitrada Interdisciplinaria Koinonía marketing oferta y demanda publicidad empresa. |
| title | Branding and corporate identity in the popular and solidarity financial sector |
| title_full | Branding and corporate identity in the popular and solidarity financial sector |
| title_fullStr | Branding and corporate identity in the popular and solidarity financial sector |
| title_full_unstemmed | Branding and corporate identity in the popular and solidarity financial sector |
| title_short | Branding and corporate identity in the popular and solidarity financial sector |
| title_sort | branding and corporate identity in the popular and solidarity financial sector |
| topic | marketing oferta y demanda publicidad empresa. |
| url | https://fundacionkoinonia.com.ve/ojs/index.php/revistakoinonia/article/view/695 |
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