Abstract

VARON RICO, John Alexander; GUTIERREZ PORTELA, Fernando; GALLEGO COSSIO, Laura  and  HERNANDEZ AROS, Ludivia. Proposal for a Branding model as a business sustainability strategy for the Colombian cooperative sector. Revista Economía y Política [online]. 2023, n.38, pp.146-172.  Epub July 30, 2023. ISSN 2477-9075.  https://doi.org/10.25097/rep.n38.2023.07.

This study presents a proposal for a Branding model as a strategy for the cooperative sector through a case study in multi-active cooperatives in the city of Ibagué, Colombia. The methodology used is descriptive with a mixed approach based on a case study, with a non-experimental, cross-sectional, descriptive design. As an instrument for collecting information, a questionnaire and an interview with managers were applied to the members of the analyzed cooperatives to determine the variables that build brand perception. The proposed model integrates the definition of the mission, vision and objectives of the brand, current analysis, design or redesign of the essence of the brand, with its implementation and monitoring. In addition, a high degree of acceptance is observed among the members of the cooperatives regarding variables such as environmental corporate social responsibility with 19%, equality 22% and solidarity 22%.

Keywords : Branding; corporate image; corporativism; brand capital and corporate sustainability.

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