Construcción de la identidad de marca de la comercializadora nacional Canariam en jóvenes patinadores activos de algunos clubes deportivos de la ciudad de Bogotá 

Abstract

Marketing is constantly popular in the world today because of the particular trade development has been presented with the passage of time, which marks pass to produce items to sell in bulk to produce goods whose only purpose satisfy a need of any kind either physical or psychological, so new tools that work towards brand building, for this work the primary endpoint of the study is the brand identity that is guided based on the model of (Aaker, 1994) develop who considers twelve specific issues classified into major groups that characterize the brand as a product, an organization, a person and thus generating a compact business proposal that is directly related to the public symbol. The overall objective of this research is to identify and detect new generalized insights variables led to the brand identity (renewed, current and viable) addressed to the national producer and marketer Canariam to generate a greater connection with consumers through a qualitative study in order to achieve regain the perception was initially against it.