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Authors: Campo Elías López-Rodríguez ; Gerson Jaquin Cristancho-Triana ; Rony Alexis Moscoso-Aldana and Greicy Katerine Martínez-Cruz

Affiliation: ECCI University, Bogotà, Colombia

Keyword(s): Positioning, Brand Management, Trademark, Marketing.

Abstract: The international positioning of brands is a relevant competitive advantage for organizations with a high market orientation. Therefore, this study used bivariate correlations through Spearman's Rho coefficient to identify the factors that favor international positioning in organizations that have a registered trademark in the city of Bogota, Colombia. According to the size of the companies, the factors are: the capacity to generate income through licenses of use, the cultural perceptions of the market around the brand and the existence of trademark registrations; with respect to the time in the market that these organizations have, the factors visualized are: the capacity to turn the brand into one of the most valuable assets of the organization, the power to increase market share and finally to obtain trust and support from the market towards the brand.

CC BY-NC-ND 4.0

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Paper citation in several formats:
López-Rodríguez, C.; Cristancho-Triana, G.; Moscoso-Aldana, R. and Martínez-Cruz, G. (2022). Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia. In Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business - FEMIB; ISBN 978-989-758-567-8; ISSN 2184-5891, SciTePress, pages 115-122. DOI: 10.5220/0011069900003206

@conference{femib22,
author={Campo Elías López{-}Rodríguez. and Gerson Jaquin Cristancho{-}Triana. and Rony Alexis Moscoso{-}Aldana. and Greicy Katerine Martínez{-}Cruz.},
title={Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia},
booktitle={Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business - FEMIB},
year={2022},
pages={115-122},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011069900003206},
isbn={978-989-758-567-8},
issn={2184-5891},
}

TY - CONF

JO - Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business - FEMIB
TI - Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia
SN - 978-989-758-567-8
IS - 2184-5891
AU - López-Rodríguez, C.
AU - Cristancho-Triana, G.
AU - Moscoso-Aldana, R.
AU - Martínez-Cruz, G.
PY - 2022
SP - 115
EP - 122
DO - 10.5220/0011069900003206
PB - SciTePress