Resumen

BERNABEL DICENT, Amanda. IDENTITY AND IMAGE DETERIORATION OF THE MARK, CASE: SPORTS SHOES KELME, 2015. Comuni@cción [online]. 2016, vol.7, n.1, pp.16-26. ISSN 2219-7168.

The article examines whether the sports market exists in some remembrance, reference or branding footwear and sports articles in the Spanish Kelme market. The study aims to determine if there is a deterioration of the brand image of Kelme. If so, what produced it; and if a makeover would be feasible. In addition to evaluating the effectiveness of the messages launches brand identity to inquire if they reach the consumer effectively producing a strong image. In this qualitative research content analysis applied to 14 interviews depth audit of brand image as well as to investigate competing brands and 3 focus groups of 7 participants each is used. The result shows that there is a deterioration of brand produced because it does not have any preference, because among other things, by the low brand awareness and the fact that his identity has no pulsation in the Spanish sports market.

Palabras clave : identity; brand image; deterioration of brand sports brand; repositioning.

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