Estrategias de mercadeo online para el lanzamiento de la marca Rio Technology® en Colombia

RIO TECHNOLOGY SAS es una empresa que lleva 11 años en el mercado de la distribución al por mayor de tecnología a todo nivel y suministros para oficina en Bogotá y en algunas otras ciudades del país. Fue constituida formalmente en el año 2001 ante la cámara de comercio de Bogotá como una sociedad anónima, y en el año 2010 cambió su tipo de sociedad, y se convirtió en sociedad por acciones simplificada, aprovechando los beneficios que este tipo de sociedad comercial brinda a las empresas medianas y pequeñas en Colombia. La idea de este proyecto nace porque desde Julio del año 2013, la marca RIO® se encuentra registrada, lo que genera grandes inquietudes acerca del cómo poder aprovechar esta situación para que la empresa RIO TECHNOLOGY se dé a conocer en el mercado y lograr un mayor crecimiento de la misma mediante la promoción y fortalecimiento de su marca, generando mayores utilidades. El mercadeo online podría ser una excelente alternativa para lanzar la marca RIO® al mercado; usando las redes sociales, por ejemplo, pues estas han sido creadas para conectar personas, grupos, páginas, etc. Y además son un medio de comunicación muy efectivo, por lo que la empresa RIO TECHNOLOGY podría estar en contacto permanente y cercano con sus clientes, dando a conocer en todo momento su marca RIO® mediante estrategias promocionales. En la actualidad, las redes sociales han significado una gran oportunidad tanto para las grandes empresas como para las Pymes; pues por medio de ellas se llega a una gran cantidad de personas en cuestión de segundos, con lo cual, usando estrategias eficientes, se logran resultados potenciales que se ven reflejados en un fortalecimiento de marca. El objetivo de este proyecto es presentar a RIO TECHNOLOGY un plan estratégico de mercadeo online para lanzar y fortalecer su marca. Se busca que la empresa mejore potencialmente el nivel de sus ventas y comience a posicionar su marca en el mercado.

El papel de la industria cinematográfica colombiana en la promoción de imagen del país a nivel internacional (período 2003-2012)

El presente estudio de caso tiene como objetivo determinar el papel que ha desempeñado la industria cinematográfica colombiana en la promoción de imagen del país a nivel internacional durante los gobiernos de Álvaro Uribe y Juan Manuel Santos. Se defiende, que la industria cinematográfica colombiana sí ha incidido en la promoción de imagen del país a nivel internacional, puesto que, ha incrementado la presencia del cine colombiano en los festivales de cine más importantes del mundo, generando una mayor figuración del nombre de Colombia en escenarios internacionales, proyectándose como país que impulsa su cinematografía, lo cual ha sido posible gracias a unas políticas de promoción del cine por parte del Estado. Para desarrollar esta investigación, se utilizarán los conceptos de diplomacia cultural, promoción de la imagen país, e industria cinematográfica. Como metodología, se utilizarán el diseño documental y de campo, y se realizarán entrevistas a expertos en cine.

Fatores críticos de sucesso para a criação da marca Beja

Num mundo cada vez mais global e competitivo é imperativo que os lugares assumam o seu papel como criadores de valor que satisfaça as necessidades e desejos dos seus consumidores. É necessária uma perspetiva real sobre como as pequenas cidades podem não só adaptar-se às mudanças globais, mas também aumentar a sua competitividade no mercado. Nesta dissertação são exploradas as particularidades e potencialidades do marketing territorial e do processo de branding, de forma a compreender quais os fatores que contribuem para uma boa gestão do território, e como estes fatores podem construir uma marca de sucesso para a cidade de Beja. De acordo com este objetivo, e com base numa pesquisa bibliográfica, é conduzida uma pesquisa primária, como forma de analisar a cidade, os seus recursos e potencialidades, e principalmente os seus consumidores. Esta dissertação propõe uma abordagem empresarial ao problema de desenvolvimento das pequenas cidades, e cidades do interior, através da criação de uma marca turística para a cidade de Beja, que reflete os atributos do território e cria uma imagem mais atrativa para o seu público alvo.

«No Logo», ou os problemas da globalização : a propósito do livro de Naomi Klein

Partindo de uma análise da obra de Naomi Klein, no essencial, trata-se, neste ensaio, de compreender em profundidade a forma que assumiu a globalização do ponto de vista da economia, do processo produtivo, do consumo e da envolvência cultural, ou hegemonia da marca, e os efeitos que este fenómeno está a induzir nas sociedades desenvolvidas, num mundo onde as multinacionais já detêm mais poder económico, social e cultural que os próprios Estados nacionais.

La Constitución ecuatoriana de 1861: el debate (Estudios)

El artículo analiza el proceso de elaboración de la Constitución ecuatoriana de 1861, sus principales innovaciones y los debates que suscitó. Esta carta constitucional amplió el sufragio y modificó la estructura administrativa territorial, y sustituyó la división geográfica del Ecuador en departamentos por provincias. También revisa los impactos regionales que produjo la nueva estructura administrativa. Además, el estudio realiza una descripción de la coyuntura en que ascendió Gabriel García Moreno a la jefatura del Estado ecuatoriano y las discrepancias en torno a las libertades individuales, las políticas económicas y las relaciones entre la Iglesia y el Estado católico.

Dimensionalising on- and off-line brands' composite equity

This paper approaches the subject of brand equity measurement on and offline. The existing body of research knowledge on brand equity measurement has derived from classical contexts; however, the majority of today's brands prosper simultaneously online and offline. Since branding on the Web needs to address the unique characteristics of computer-mediated environments, it was posited that classical measures of brand equity were inadequate for this category of brands. Aaker's guidelines for building a brand equity measurement system were thus followed and his brand equity ten was employed as a point of departure. The main challenge was complementing traditional measures of brand equity with new measures pertinent to the Web. Following 16 semi-structured interviews with experts, ten additional measures were identified.

A framework of brand value in B2B markets: the contributing role of functional and emotional components

The creation of value is admittedly a critical task for marketers regardless of industry. This paper focuses on a type of value that has traditionally been perceived as irrelevant to industrial markets and argues that brand value facilitates the progression from goods and services value to relationship value. To address the limited amount of research on B2B branding from the suppliers' point of view, we complement insights gained from a literature review with ten exploratory interviews with B2B supplier managers, and develop a framework of brand value applicable to industrial markets. This identifies both the functional (i.e., quality, technology, capacity, infrastructure, after sales service, capabilities, reliability, innovation) and emotional qualities (i.e., risk reduction, reassurance, trust) important for the development of industrial brand equity. Situational (e.g. nature of the purchase) and environmental factors (e.g. the economic situation) affecting suppliers' perceptions of the importance of brand in a B2B context and the role of functional versus emotional brand qualities are discussed. The value of the brand as a driver for the development of business to business relationships is also highlighted. The framework provides a basis for B2B practitioners to build their brands in such a way as to make a functional as well as an emotional connection with buyers that is more likely to lead to a supplier–buyer relationship.

Critical success factors in urban brownfield regeneration: an analysis of ‘hardcore’ sites in Manchester and Osaka during the economic recession (2009–10)

Hardcore, or long-term derelict and vacant brownfield sites which are often contaminated, form a significant proportion of brownfield land in many cities, not only in the UK but also in other countries. The recent economic recession has placed the economic viability of such sites in jeopardy. This paper compares the approaches for bringing back hardcore brownfield sites into use in England and Japan by focusing on ten case studies in Manchester and Osaka, using an `agency'-based frame- work. The findings are set in the context of (i) national brownfield and related policy agendas; (ii) recent trends in land and property markets in both England and Japan; and (iii) city-level comparisons of brownfields in Manchester and Osaka. The research, which was conducted during 2009 ^ 10, suggests that hardcore brownfield sites have been badly affected by the recent recession in both Manchester and Osaka. Despite this, not only is there evidence that hardcore sites have been successfully regenerated in both cities, but also that the critical success factors (CSFs) operating in bringing sites back into use share a large degree of commonality. These CSFs include the presence of strong potential markets, seeing the recession as an opportunity, long-term vision, strong branding, strong partnerships, integrated development, and getting infrastructure into place. Finally, the paper outlines the policy implications of the research.

‘Getting known’: Beckett, Ireland and the creative industries

In the context of national and global trends of producing Beckett’s work, this essay will investigate recent productions of Beckett’s drama which originate in Ireland and tour internationally, examining how these relate to the concept of national identity and its marketability, as well the conceptual and material spaces provided by large-scale festival events. In the last few months, Pan Pan has toured its production of All that Fall from Dublin to the Beckett festival in Enniskillen to New York’s BAM. The Gate Theatre, always a powerhouse of Beckett productions, continues its revival of Barry McGovern’s adaptation of Watt; after the Edinburgh festival, the show will play London’s Barbican in March 2013. While originating in Ireland, these productions – those of the Gate in particular – have an international, as well as domestic, appeal. Examining these and forthcoming Gate productions, I query to what extent a theatre company’s cultural origins and international profile may create a perceived sense of authenticity or definitiveness among critical discourses at ‘home’ and abroad, and how such markers of identity are utilized by the marketing strategies which surround these productions. This article will interrogate the potential convergence of the globalized branding of both Beckett’s work and Irish identity, drawing on the writings of Bourdieu to elucidate how identity may be converted into economic and cultural capital, as well as examining the role that the festival event plays in this process.

Independence referendums: who should vote and who should be offered citizenship?

In this EUDO CITIZENSHIP Forum Debate, several authors consider the interrelations between eligibility criteria for participation in independence referendum (that may result in the creation of a new independent state) and the determination of putative citizenship ab initio (on day one) of such a state. The kick-off contribution argues for resemblance of an independence referendum franchise and of the initial determination of the citizenry, critically appraising the incongruence between the franchise for the 18 September 2014 Scottish independence referendum, and the blueprint for Scottish citizenship ab initio put forward by the Scottish Government in its 'Scotland's Future' White Paper. Contributors to this debate come from divergent disciplines (law, political science, sociology, philosophy). They reflect on and contest the above claims, both generally and in relation to regional settings including (in addition to Scotland) Catalonia/Spain, Flanders/Belgium, Quebec/Canada, Post-Yugoslavia and Puerto-Rico/USA.

The brand likeability scale: an exploratory study of likeability in firm-level brands

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.

Rotational aesthetics: Michael Bay and contemporary cinema’s machine movement

Digital imaging technologies enable a mastery of the visual that in recent mainstream cinema frequently manifests as certain kinds of spatial reach, orientation and motion. In such a context Michael Bay’s Transformers franchise can be framed as a digital re-tooling of a familiar fantasy of vehicular propulsion, US car culture writ large in digitally crafted spectacles of diegetic speed, the vehicular chase film ‘2.0’. Movement is central to these films, calling up Scott Bukatman’s observation that in spectacular visual media ‘movement has become more than a tool of bodily knowledge; it has become an end in itself’ (2003: 125). Not all movements and not all instances of vehicular propulsion are the same however. How might we evaluate what is at stake in a film’s assertion of movement as an end in itself, and the form that assertion takes, its articulations of diegetic velocity, corporeality, and spatial penetration? Deploying an attentiveness towards the specificity of aesthetic detail and affective impact in Bay’s delineation of movement, this essay suggests that the franchise poses questions about the relationship of human movement to machine movement that exceed their narrative basis. Identifying a persistent rotational trope in the franchise that in its audio-visual articulation combines oddly anachronistic elements (evoking the mechanical rather than the digital), the article argues that the films prioritise certain fantasies of transformation and spatial penetration, and certain modes of corporeality, as one response to contemporary debates about digital technologisation, sustainable energy, and cinematic spectacle. In this way the franchise also represents a particular moment in a more widely discernible preoccupation in contemporary cinema with what we might call a ‘rotational aesthetics’ of action, a machine movement made possible by the digital, but which invokes earlier histories and fantasies of animation, propulsion, mechanization and mechanization to particular ends.

Grafisk profilering med praktisk tillämpning på PZ hair : Graphic profiling with a practical application on PZ hair

Design, Grafiskt program, Symbol, Hair