América: La marca de un pueblo

Abstract

In the following pages you will discover how communication and brand value based on the corporate image contributed to the fact that, despite the poor results, the fans of América de Cali remained faithful to their team. Brand loyalty is an aspect that all companies seek in order to achieve a greater connection with their customers and for the case of América de Cali it is a strong item that constitutes it as an emotional brand. Four years, eleven months and ten days have elapsed for the historic team of Colombian football América de Cali to return to the top category of the national football, it is not a minor fact, as the text The Descent of José Pascual expresses well with the reading of the well-known Argentine journalist Quique Wolf, "and the saddest words came that the lover of the ball can pronounce, the team, do I need to say it? The team of one went to the descent ... because football has the most colorful and happy postcards but they also have the others, of those that only those who lived it in their own flesh know what they like ". The worst failure for a football team is to lose the category and dispute the complex tournament of the "b", however, about 30,000 people attended the game that returned to the first division to the scarlet set and despite a five-year failure, date after date they showed their loyalty to the "red devil".