Examinando por Materia "Esencia de marca"

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    Metodologías ágiles de branding para startups tecnológicas
    (Universidad EAFIT, 2024) Medina Arias, Paola Andrea; Trujillo Londoño, Sebastián; Sepúlveda Cardona, Edwin Andrés; Villegas Gómez, Juliana
    There are many definitions of brands; some of them are approached from different perspectives, far from the current context. New organizational models, technological and environmental changes, and general market changes are demanding a renewed vision of the construction and strategic management of brands as highly valuable assets that contribute to the sustainable growth of organizations, ranging from long-standing companies to emerging startups. The foregoing has allowed the development of a global entrepreneurship ecosystem that leverages the growth of technology-based startups dedicated to finding innovative solutions to specific problems through iterative, agile, and flexible processes, where Artificial Intelligence, data analysis, software, and engineering are fundamental pillars. These startups are devoting great efforts to obtaining venture capital investors and to the development and testing of a minimum viable product, leaving aside the relevance of brand building and its essence as a lever for growth and differentiation. This qualitative research allows for the convergence between the reality and dynamics of technology-based startups and the need to build brand essence in an increasingly demanding and changing environment. Different entrepreneurship business models are analyzed, and agile methodologies are identified as inspiration for creating one of them applied to brand building, with useful tools that allow founders and entrepreneurs a more comprehensive vision of their businesses and the generation of sustainable value for society, beyond a great product innovation.