REVISIÓN DE MODELOS PARA LA TRANSFORMACIÓN DE LA MARCA EN PRODUCTOS Y SERVICIOS EN ENTORNOS BUSINESS TO BUSINESS

Abstract

Brand is not just a logo that identifies one seller's product from those of other sellers. Today, it plays a much bigger role. Brand is considered a strategic asset that is able to drive and strengthen innovation and competitiveness of companies. Consumers experiment the brand as a set of associations. This create strong links between companies and consumers Brand as an intangible asset in Business to Consumer context is using for a long time. Lately, management and marketing studies show the large interest that brand has in Business to Business context. However, existing models do not present how to build elements with which consumer could take contact with the brand i.e. they do not show how to make tangible the brand. In this context, design is envisaged as a process to make tangible the Brand in products and services. However, the existing models that use design should adjust to the Business to Business features. These features are related to products, clients and buying processes complexity. So, it is suggested to introduce these 3 features to the existing models that have been analyzed in the present communication. Keywords: brand; strategic; brand perception; design