Resumen

HOYOS ZAVALA, Alfredo  y  LASSO DE LA VEGA, María del Carmen. SMEs as an economic model in the creation of communication strategies. Retos [online]. 2017, vol.7, n.13, pp.105-120. ISSN 1390-8618.  https://doi.org/10.17163/ret.n13.2017.04.

At present where the market is saturated by different companies in the world, the corporate image is vital and essential for the proper positioning of a brand or service in the world of business SMEs (small and medium enterprises) element. The corporate image is how customers perceive as a business, which is what defines the success or failure of it. The creation of the corporate image must be one of the first steps for an employer to organize or start a business, not only in small and medium enterprises business but in all types of marketing products or services, the picture is absolutely everything what the customer perceives in the first instance. The corporate image of a company is nothing more than a way to firmly express the brand, is the opportunity for any company to differentiate itself from the competition. This image conveys the fundamental values such as consumer confidence in the client can forge business relationship. Consumers relate very large chains and positioned with professionalism, seriousness and tranquility, therefore for SMEs is challenging companies to achieve position in this competitive market. Gradually these companies build their solid and consistent corporate identity, which does get a bit position themselves in the minds of consumers. Corporate image depends on the type of clients that captures and of course the first impression you give the company, which is essential if you want to be different and stand out from the competition.

Palabras clave : Business communication; entrepreneurship; business; corporate identity; brand; SMEs.

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