Resumen

MANCHENO SAA, Marcelo  y  GAMBOA SALINAS, Jenny Margoth. Branding as a tool for positioning in the cosmetic industry. Universidad y Sociedad [online]. 2018, vol.10, n.1, pp. 82-88.  Epub 01-Mar-2018. ISSN 2218-3620.

The cosmetic industry is an industry that has a great diversity of factors within the study of brand and within the commercial competitiveness of the same. The industry is represented by a rather large dynamism that over time, because of the nature of the region, they are confronted in a much more drastic way when interacting in the market. The analysis originates from large types of diversified information, from the explicit information of the field research to the implicit investigation of the distinctive signs of each one of the marks, establishing a relation between the distinctive signs and the brand management and the competitiveness in the market.

Palabras clave : Marketing; branding; cosmetics; mark; mental position.

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