Branding de prendas vestir infantiles en Bucaramanga y su área metropolitana, Colombia

This report presents the results of the research that was aimed general objective analyzing factors that influence in branding of regional kids wear of Bucaramanga and metropolitan area, and as specific objectives: to identify regional kids wear brands that doing process of communication and marketing; describe communicative actions that kids wear companies do to show its brands; indicate the events where brands are shown for guarantee their commercialization; and identify the impact of management of communication of marketing in branding. The study had quantitative perspective, although it was also considered numerical data and ideographic. Data collection techniques were documentary analysis, guided survey and depth interview whose interpretation was encoded using microanalysis of data. Some of the results are there is not communicative actions to achieve branding, in this case, kids wear as competitive product in global market.