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Introduction. The research on the image and positioning of brands is part of management and strategic direction of any company intended to maximize market response. Objective. Through this research, an investigation was conducted to the companies that distribute agrochemical products in Colombia in relation to these variables of interest, together with the great potential of this market, the nonexistence of a prevailing competitor, the big size of the market, and the limited literature available in competitive research on brands from such industry. Materials and methods. An exploratory research was designed with discussion groups from different regions in Colombia, with the purpose of characterizing image and positioning of brand. Results. The study empirically shows the concepts of interest from unique, favorable, and important associations for each brand, such as presence or lack of advisory, technical support, price perception, and good quality, among others. Conclusions. Results provide a better understanding of each brand or company in order to facilitate the competitive and commercial management, especially when making differences between positioning and image of the brand by regions in Colombia, determining both positive and negative characteristics. [ABSTRACT FROM AUTHOR]

The brand identity can be a component of the marketing strategies of the organization. Thus, the study examines the brand identity as a driver of marketing strategies in an organization of the Brazilian automotive sector to the theoretical model proposed by Aaker (2007) and adapted by Scharf (2012). Data collection involved exploratory, qualitative research in the form of single case study and application of in-depth interviews with marketing executives from CAOA Hyundai Group in the State of Santa Catarina and analysis of advertising campaigns materials. Data analysis was done using the descriptive method, techniques of content analysis and categorization similar themes. The results revealed that the brand identity is driver of the marketing strategies of the organization, particularly in aspects related to the organization's culture, customer profiling, product attributes, credibility, value proposition and customer relationships. [ABSTRACT FROM AUTHOR]

The brand identity can be a component of the marketing strategies of the organization. Thus, the study examines the brand identity as a driver of marketing strategies in an organization of the Brazilian automotive sector to the theoretical model proposed by Aaker (2007) and adapted by Scharf (2012). Data collection involved exploratory, qualitative research in the form of single case study and application of in-depth interviews with marketing executives from CAOA Hyundai Group in the State of Santa Catarina and analysis of advertising campaigns materials. Data analysis was done using the descriptive method, techniques of content analysis and categorization similar themes. The results revealed that the brand identity is driver of the marketing strategies of the organization, particularly in aspects related to the organization's culture, customer profiling, product attributes, credibility, value proposition and customer relationships [ABSTRACT FROM AUTHOR]

This article, which is the result of an investigation, presents the results of a study related to the change of the consumer perception regarding some brands that were on the top of mind in the Colombian market from 2008 to 2013, and that were lost during brand purchase, merger, or absorption processes. This study uses statistical tools such as the moving average method and multiple correspondence analyses in order to process the information and characterize individuals. In addition, this article focuses on the product or service quality and price perceived by the consumer against new brands. It was possible to find that consumers changed their perception positively regarding the quality and price of some brands such as Conavi, Bancolombia, and Ley-Éxito; however, their perception was negative towards Comcel-Claro and Carrefour-Jumbo. The study showed the characteristics that are most appreciated by consumers regarding a brand as well as the way an appropriate management of the merged, purchased, or absorbed brand can lead to the consolidation and positioning of the new brand. [ABSTRACT FROM AUTHOR]