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TESIS DOCTORAL Deterioro De La Identidad De Marca

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TESIS DOCTORAL Deterioro De La Identidad De Marca Facultad de Ciencias de la Comunicación TESIS DOCTORAL Deterioro de la Identidad de Marca: Cambio de Imagen de Marca, Pasos a una Revolución Corporativa. CASO: Calzados Deportivos Kelme Autor: Amanda Bernabel Dicent Director: Dr. Max Römer Pieretti Madrid, 2016 ÍNDICE GENERAL I. Introducción .............................................................................................................. i II. Justificación de la investigación ..................................................................................... v III. Objeto de estudio: ......................................................................................................... vi IV. Formulación de hipótesis ............................................................................................. vii Capítulo I.: LA MARCA44 1.1 Conceptos relativos a la marca. Referencias y orígenes. .......................................... 1 1.1.1 Origen ................................................................................................................ 1 1.1.2 Concepto y tipos de marca ................................................................................ 2 1.1.3 Aspectos funcionales y modelos de asociación de marca .................................. 4 1.1.4 Registro y protección jurídico-legal .................................................................... 6 1.2 Construcción de Marca ............................................................................................. 7 1.2.1 Nombre de una marca ......................................................................................... 9 1.2.1.1Tipología del nombre marca ..................................................................... 11 1.2.1.2 Figuras retóricas literarias, publicitarias y técnicas. En este caso se puede desarrollar por: ............................................................................................ 12 1.2.2 Esencia y Valor de una marca ......................................................................... 13 1.2.2.1 Esencia de Marca ....................................................................................... 13 1.2.2.2 Construcción de Valor de una marca. ......................................................... 15 1.2.2.3 Valor de la Marca como símbolo ................................................................. 17 1.2.3 Cualidades de una Marca ................................................................................ 20 1.2.4 Paridad de Marca ............................................................................................. 22 1.3 Acción, comunicación y teleacción de una imagen de marca ................................. 22 Capítulo II.: IDENTIDAD DE MARCA 2.1 Definición de identidad de marca ........................................................................... 27 2.2 Tipos de identidad de Marca .................................................................................. 30 2.3 Construcción de identidad de marca ...................................................................... 33 2.3.1 El análisis estratégico de la marca ................................................................... 34 2.3.2 Sistema de identidad de Marca. ....................................................................... 37 2.3.2.1 Perspectiva de identidad .......................................................................... 38 2.3.2.2 Credibilidad de la Marca ........................................................................... 40 2.3.2.3 Relaciones ............................................................................................... 41 2.3.3 Sistema de creación de identidad .................................................................... 44 2.3.3 Sistema de implementación de la identidad de marca ..................................... 46 2.4 Diferenciación entre identidad de marca e identidad corporativa ............................ 47 2.5 Personalidad de Marca ........................................................................................... 49 2.5.1 Creación de personalidad de marca ................................................................. 58 Capítulo III: IMAGEN Y GESTION DE MARCA 3.1 Definición de Imagen de Marca .............................................................................. 62 3.1.1 Parámetros de medición de la imagen de marca ............................................. 65 3.1.2 Evaluación y gestión documental de la imagen ................................................ 66 3.4 Branding ................................................................................................................. 70 3.4.1 Tipos de Branding ............................................................................................ 70 3.4.2 Elementos del branding ................................................................................... 72 3.5 Gestión de Marca ................................................................................................... 76 3.5.1 Importancia y proceso de gestión de Marca ..................................................... 79 3.6 Estrategia de Marca ............................................................................................... 84 Capítulo IV.: CAMBIO DE IMAGEN DE MARCA 4.1 Definición de cambio de imagen de marca ............................................................. 87 4.2 ¿En qué incurriría una marca para cambiar de imagen? ........................................ 88 4.3 Diferencia entre cambiar y modernizar la imagen de una marca ............................ 89 4.4 La imagen que se revierte en su identidad ............................................................. 92 4.5 Importancia de la Relevancia de la Marca para el Cambio ..................................... 94 4.6 Posicionamiento de marca, brand ambitions, cambio de marca ............................. 96 Capítulo V.: KELME Y EL MERCADO DEPORTIVO 5.1 Panorama del Mercado Deportivo ........................................................................ 101 5.2 Principal fuente de ejecución de las marcas: El Patrocinio Deportivo ................... 103 5.2.1 Tipos de Patrocinios ...................................................................................... 105 5.2.3 Cultura como valor social para implementar el deporte .................................. 106 5.2.4 Gestión de las relaciones con stakeholders ................................................... 107 5.2.5 Patrocinio deportivo como razón social en empresas .................................... 108 5.3 Historia de Kelme ................................................................................................. 109 5.3.1 Filosofía de Kelme: ........................................................................................ 110 5.3.2 Filosofía de Kelme como Empresa:................................................................ 110 5.3.3 Presencia de Kelme en el Mundo: ................................................................. 111 5.3.4 Panorama Actual de Kelme como empresa y marca ...................................... 111 Capítulo VI.: ANTECEDENTES EMPIRÍCOS Y EXPERIENCIAS EN LA INVESTIGACION DE MARCA DEPORTE 6.1 Antecedentes Investigativos de estudios cientificos sobre sobre Marca de Deporte. ............................................................................................................................. 117 6.2 Aportes de los estudio presentados a esta Investigación. .................................... 146 Capítulo VII.: PREGUNTAS, OBJETIVOS Y MÉTODOS DE INVESTIGACIÓN 7.1 Objetivos a investigar ........................................................................................... 155 7.1.1 Objetivo general ............................................................................................. 155 7.2 Preguntas de la Investigación ............................................................................... 155 7.3 Hipótesis: ............................................................................................................. 156 7.4 Método y recolección de datos de la investigación ............................................... 156 7.4.1 Análisis comparativo (Denominado WEB en la investigación) ........................ 157 7.4.2 Entrevistas a profundidad .............................................................................. 159 7.4.3 Focus Groups ................................................................................................ 160 Capítulo VIII.: HALLAZGOS DE LA INVESTIGACION 8.1 Cuadro comparativo de la marca Kelme frente a la competencia (WEB) ................. 162 Cuadro No. 1.- Auditoria de la imagen de Kelme .................................................... 164 Cuadro No. 2.- Auditoria de la imagen de Converse ............................................... 169 Cuadro No. 3.- Auditoria de la imagen de Nike ....................................................... 174 Cuadro No. 4.- Auditoria de la imagen de Le Coq Sport If ...................................... 180 Cuadro No. 5.- Auditoria de la imagen de Puma ..................................................... 185 Cuadro No. 6.- Auditoria de la imagen de Asics ...................................................... 190 Cuadro No. 7.- Auditoria de la imagen de Adidas ................................................... 195 8.1.2 Análisis de Auditoria de las Imágenes de marcas .......................................... 200 8.2 Entrevistas a profundidad: ...................................................................................
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