<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2477-9075</journal-id>
<journal-title><![CDATA[Revista Economía y Política]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Economía y Política]]></abbrev-journal-title>
<issn>2477-9075</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Cuenca]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2477-90752023000200146</article-id>
<article-id pub-id-type="doi">10.25097/rep.n38.2023.07</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Propuesta de un modelo de Branding como estrategia de sostenibilidad empresarial para el sector cooperativo en Colombia]]></article-title>
<article-title xml:lang="en"><![CDATA[Proposal for a Branding model as a business sustainability strategy for the Colombian cooperative sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Varón Rico]]></surname>
<given-names><![CDATA[John Alexander]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gutierrez Portela]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gallego Cossio]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernandez Aros]]></surname>
<given-names><![CDATA[Ludivia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Cooperativa de Colombia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Cooperativa de Colombia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Cooperativa de Colombia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Cooperativa de Colombia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>38</numero>
<fpage>146</fpage>
<lpage>172</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2477-90752023000200146&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2477-90752023000200146&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2477-90752023000200146&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio presenta una propuesta de un modelo de Branding como estrategia de sostenibilidad empresarial para el sector cooperativo a partir de un estudio de caso en cooperativas multiactivas de la ciudad de Ibagué, Colombia. La metodología utilizada es descriptiva con un enfoque mixto a partir de un estudio de caso, con diseño no experimental, trasversal, descriptivo. Como instrumento de recolección de información, se aplicó a los asociados de las cooperativas analizadas un cuestionario y una entrevista a los gerentes para determinar las variables que construyen la percepción de marca. El modelo propuesto integra la definición de la misión, visión y objetivos de la marca, análisis actual, diseño o rediseño de la esencia de la marca, con su implementación y monitorización, además se observa un alto grado de aceptación en los asociados de las cooperativas frente a variables como la responsabilidad social corporativa ambiental con un 19%, igualdad 22% y solidaridad 22%.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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%.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Branding]]></kwd>
<kwd lng="es"><![CDATA[imagen corporativa]]></kwd>
<kwd lng="es"><![CDATA[cooperativismo]]></kwd>
<kwd lng="es"><![CDATA[capital de marca y sostenibilidad empresarial]]></kwd>
<kwd lng="en"><![CDATA[Branding]]></kwd>
<kwd lng="en"><![CDATA[corporate image]]></kwd>
<kwd lng="en"><![CDATA[corporativism]]></kwd>
<kwd lng="en"><![CDATA[brand capital and corporate sustainability]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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