Resumen

RENGIFO MERA, Mónica  y  MANFREDI, Luciana. Carvajal makes a difference: New brand positioning as a symbolof organizational transformation. estud.gerenc. [online]. 2013, vol.29, n.127, pp.266-271. ISSN 0123-5923.

This case study consolidates the process of redefining the brand architecture of Carvajal and its companies, in order to become a highly competitive company in a demanding environment, and, in his way, attract new investors, conquer and retain talent, and position itself as a multinational conglomerate capable of generating value for its shareholders. This would involve the refocusing and increasing the profitability of the existing businesses in different geographies, that go hand-in-hand with a rebranding strategy, to reflect this transformation and strengthen its position in the global market. This study is based on interviews and secondary sources based on organizational data, and studies that were conducted by consulting firms hired by the Carvajal.

Palabras clave : Brand; Corporate image; Organizational strategy; Brand architecture; Brand identity.

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