<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000100082</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El branding como herramienta para el posicionamiento en la industria cosmética]]></article-title>
<article-title xml:lang="en"><![CDATA[Branding as a tool for positioning in the cosmetic industry]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mancheno Saá]]></surname>
<given-names><![CDATA[Marcelo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gamboa Salinas]]></surname>
<given-names><![CDATA[Jenny Margoth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica de Ambato  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>1</numero>
<fpage>82</fpage>
<lpage>88</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000100082&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000100082&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000100082&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La industria cosmética, es una industria que tiene una gran diversidad de factores dentro del estudio de marca y dentro de la competitividad comercial de las mismas. La industria está representada por un dinamismo bastante grande que con el tiempo que por la naturaleza de la región se ven enfrentadas de una manera mucho más drástica al momento de interactuar en el mercado. El análisis nace de grandes tipos de información diversificada, desde la información explicita de la investigación de campo, hasta la investigación implícita de los signos distintivos de cada una de las marcas, se establece una relación entre los signos distintivos y la gestión de marca y la competitividad en el mercado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[branding]]></kwd>
<kwd lng="es"><![CDATA[cosméticos]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento mental]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[cosmetics]]></kwd>
<kwd lng="en"><![CDATA[mark]]></kwd>
<kwd lng="en"><![CDATA[mental position]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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