Branding Corporativo: una revisión bibliográfica

Buitrago, Sebastián | 2019-11-08

The success of a company is not only based on the quality of its products but also on the way its brand is remembered in the market and this process is known as corporate branding. This type of strategy has been recognized as an important area in management sciences and needs a detailed review. The purpose of this article is to show the evolution of corporate branding through a review of the literature. For this purpose, a network analysis supported by bibliometric techniques is carried out. For this purpose, aWeb of Science consultation was carried out, after which the most important documents were classified through the Tree of Science web platform and, at the end, an analysis of co-citations is carried out. This last analysis showed that corporate branding presents three perspectives: the effect of the brand generated by corporate alliances, the influence of social responsibility and the management of brand identity.