BRAND MANAGEMENT IN THE AGE OF KNOWLEDGE: EVOLUTION OF THE BRAND CONCEPT AND THE VALUE PERCEIVED BY THE CUSTOMER.
DOI:
https://doi.org/10.48090/ciki.v1i1.1252Keywords:
Brand, Branding, Commoditization, Broker, DistributionAbstract
The process of managing the image of an organization must incorporate all the way it takes to reach its customer. In this context, the objective of this article is to analyze how the distribution channels interfere in the perceived value of this brand. The analysis focuses on product brands. Through a narrative review, the logistical options that exist in the market are presented and that can positively or negatively corroborate the trajectory of the brand. To support this analysis, historical surveys from the original distribution models to the most active in the current scenario are presented. A system stands out that, although still in its infancy, has proved to be a great ally for maintaining the soul of the brand throughout its supply chain.
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