Diseño y Responsabilidad Social Empresarial en la planeación estratégica de la marca

Translated title of the contribution: Design and Corporate Social Responsibility in strategic brand planning

Jaime Eduardo Alzate Sanz, Jaime Alberto Orozco-Toro

    Research output: Contribution to journalArticle in an indexed scientific journalpeer-review

    1 Scopus citations


    The information and communication technologies (ICTs) have a definite impact on the success or failure of a brand because of the possibilities offered by new media nowadays that generate decentralization of power due to uncontrolled access of stakeholders or target audiences to information. That is why brands should be careful with their communication strategies since, depending on the way information and knowledge is handled, it will affect the relationship with the social environment and therefore the image projected in the mind of the consumers. Besides placing Corporate Social Responsibility (CSR), this analysis places design as a key aspect of strategic brand planning where the socio-cultural dynamics condition the way they communicate and persuade stakeholders.

    Translated title of the contributionDesign and Corporate Social Responsibility in strategic brand planning
    Original languageSpanish
    Pages (from-to)133-155
    Number of pages23
    Issue number12
    StatePublished - 1 Jul 2015


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