Resumen

MAGELA LOPEZ, Videla Revilla  y  DAZA RAMOS, Adrian. Branding for the sustainement of enterprises and future companies  . Investigación y Negocios [online]. 2019, vol.12, n.20, pp.7-20. ISSN 2521-2737.

Abstract The present work has the purpose of delineating guidelines that allow Branding to be used as a key tool for enterprises and future companies to achieve their sustainability, explains the concepts of entrepreneurship and in-depth theories of Branding and its importance in the successful development of a future company, facing the growing and competitive market. For the development of the work, primary information was used, collected from the motivated and driven enterprises in students of the Commercial Engineering Degree in 10 years (2009 - 2018). Qualitative and quantitative information, from an empirical approach with the use of observation, experimentation and measurement techniques with a longitudinal design. The research contributed to the generation of new knowledge and resolved very important aspects, informality, low productivity and lack of value generation, innovation capacity, product and market diversification, with the development of branding as a key tool for entrepreneurship and future Companies achieve their sustainability

Palabras clave : Branding; sustainability; ventures; future companies.

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