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

Jaime Eduardo Alzate Sanz, Jaime Alberto Orozco-Toro

    Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

    1 Cita (Scopus)


    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.

    Título traducido de la contribuciónDesign and Corporate Social Responsibility in strategic brand planning
    Idioma originalEspañol
    Páginas (desde-hasta)133-155
    Número de páginas23
    EstadoPublicada - 1 jul. 2015

    Palabras clave

    • Brand
    • Corporate social responsibility
    • Design
    • Dynamics socio-cultural
    • ICTs
    • Stakeholders


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