Resumen

ALZATE-SANZ, Jaime Eduardo  y  OROZCO-TORO, Jaime Alberto. The Influence of the Design on Branding in Medium and Large Companies of Manizales, Colombia. rev.univ.empresa [online]. 2023, vol.25, n.44, e6.  Epub 06-Mar-2024. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.12295.

The researches that link the design with branding have focused on the identity or image, which has generated specific spaces for discussions, that is why it is necessary to go deeper in a wider and articulated way about the existing links between these two areas in the business field. Then the objective of this article is to analyze the role of branding in the medium and large companies of Manizales (Colombia). It takes the design as a discipline that connects with the construction of the corporation brand throughout different activities inherent to business communication. The method is based on interviews semi-structured to 9 professionals linked with the companies under study aim and 3 experts in the area of branding. The results and conclusions that this research brings, allowed to show the influence of design in different actions focused on the branding of the companies under study aim. The strategy, the management of communication, the structuring identity systems, and the research and innovation processes are some of the fields in which there is a connexion with the design, whereby it concludes that this field of knowledge of an interdisciplinary nature is presented transversely in the business projection.

Palabras clave : Brand; branding; communication; company; design; strategy.

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