Factors Favoring the International Positioning of Companies with a

Registered Trademark in Colombia

Campo Elías López-Rodríguez

, Gerson Jaquin Cristancho-Triana

Rony Alexis Moscoso-Aldana

and Greicy Katerine Martínez-Cruz

ECCI University, Bogotà, Colombia

Keywords: 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.

1 INTRODUCTION

International branding is the activity from which

company’s position their products using strategies

that link the brand to various values that strengthen

the bond established with the customer and other

stakeholders (Otero Gómez & Giraldo Pérez, 2019).

It is the strategy that allows companies to create

differentiation through their own image and the

association of values with the public. According to

Sánchez-Torres, Montoya & Potes-Arce (2018)

branding is understood as brand building its

management, aiming to support sales and engage in

relationships with customers and other stakeholders.

For some organizations the trademark is an

element without transcendence in front of the

development of its social object, considering it

exclusive of large companies, and they observe it as a

costly procedure, which involves financial resources

that are not invested in an adequate manner (Espinoza

& Monar, 2019). This thinking has been generated by

ignorance or lack of interest of organizations to create

and maintain a solid image that allows the market to

https://orcid.org/0000-0003-4061-2979

https://orcid.org/0000-0002-2009-6893

https://orcid.org/0000-0002-3407-6519

https://orcid.org/0000-0001-5252-1404

feel an identification with it. It is relevant that the

business sector perceives the cost-benefit ratio of the

registration of trademarks, being one of the

endorsements to the quality that they give to their

offers, to the interior of their company and to their

employees, who feel the brand as theirs and transmit

it to the outside generating an emotional connection

with it (Chen, 2010).

Colombia had a total of 317,231 trademark

registrations at the end of 2017, while a decade ago

about 24,000 trademarks were requested per year, in

2016 there were about 42,000 registrations (Bogotá

Chamber of Commerce (2020), a figure that shows

that a significant number of entrepreneurs have

understood the benefits and importance generated for

their organization to register their trademark.

Trademark registration is a highly effective

strategy in the positioning of a brand internationally,

because it offers guarantee values and quality to the

products it represents in the market; as indicated by

Herrera, León & Vargas-Ortiz (2018) a positive

perception of the brand is visualized in the behavior

of consumers towards the goods and services

supported by it, thus strengthening the nature of

López-Rodríguez, C., Cristancho-Triana, G., Moscoso-Aldana, R. and Martínez-Cruz, G.

Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia.

DOI: 10.5220/0011069900003206

In Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business (FEMIB 2022), pages 115-122

ISBN: 978-989-758-567-8; ISSN: 2184-5891

115

positioning from the ability for the products and their

brands to be present in the mind of the potential

market (Changchenkit, 2018).

From the above, the concern arises to recognize

the relevant factors that favor international

positioning in organizations that have a registered

trademark in the city of Bogota, Colombia. To this

end, it is necessary to understand the importance of

international branding and its contributions to the

commercial development of organizations, to

recognize the management of branding and

positioning in companies that have a registered

trademark and finally to identify elements that

enhance the international positioning of organizations

with a registered trademark located in the Colombian

capital according to their size and time in the market.

2 THEORETICAL

BACKGROUND

2.1 Relevance of Branding in

Organizations

Branding associates the brand to a set of particular

attributes which give an additional value to the

product itself, in order to generate different strategies

in the brand building process (Castillo-Villar, 2016).

For Otero-Gómez & Giraldo-Pérez (2020) the brand

is the set of values that represent the product or

service of a company, and this is the reason why great

marketers spare no expense in its management. Aaker

(1996) comments that the brand is based on a set of

assets that generate financial value for organizations,

each of which has a different impact on the company's

corporate identity in the market. Identity is an aspect

that other brands cannot copy and that allows to better

connect with audiences and exchange values and

experiences with them (Yin Wong & Merrilees,

2007); therefore, each brand maintains its own colors,

logo and presentation in order not to be cloned and

easily reproduced in the market (Barão et al. 2017).

Branding itself is the result of tactics that highlight

the attributes that a product or service has, which

highlight the ability of these characteristics to convert

them into business revenue (Castillo-Villar, 2016).

This is why López Rodríguez & Neme Chaves (2020)

indicate that in order to have a successful brand, it is

necessary to analyze consumers, their motivations,

unsatisfied needs and consumption trends. When this

identification is achieved in buyers, brands establish

their personality and through it transmit what they

want within the market and generate key

characteristics for the consumer to clearly identify it

at the time of purchase (Baalbaki & Guzmán, 2016).

Similarly, for Araya-Castillo and Escobar-Farfán

(2015) the brand and its personality are objects that

provide a symbolic function or self-expression for the

person.

The brand is the name with which the consumer is

attracted, therefore for Changchenkit (2018) the

objective of a brand is to guarantee relationships that

create and ensure future benefits through an increase

in consumer preference and loyalty. The existing

competition in the current market turns the brand into

the differentiating element in the consumers' purchase

decision process (López-Rodríguez et al. 2020); that

is why currently, one of the most valuable elements

of a company is the ability to strengthen its brand, as

stated by Hoyos (2016) when he highlights that

"branding is an integrative process, which seeks to

build powerful brands, widely known brands,

associated with positive elements, desired and

purchased by a broad base of consumers" (p. 42).

2.2 International Positioning of Brands

For organizations with an international profile,

entering new markets is a complex process that arises

from the need for companies to expand their

participation in the external market (López-

Rodríguez et al. 2020), a scenario in which the brand

plays a strategic role (Erdil, 2013) and in view of this,

the leaders of marketing activities in companies must

analyze and determine objectively the image they

want to reflect in their target market (Fregidou-

Malama & Hyder, 2021), as well as the different

factors that will enhance positioning as a competitive

advantage based on differentiation (Porter, 2008),

which will allow strengthening the value proposition

for stakeholders, especially consumers (Sukrat &

Papasratorn, 2018), and even more, when talking

about global brands, positioning faces the challenge

of managing benefit statements for audiences with

tastes that may not be perfectly homogeneous (Seo &

Buchanan-Oliver, 2019).

Positioning can be defined as an organized system

for positioning brands in the consumer's mind (Ries

& Trout, 1981). Aaker & Joachimsthaler (2006)

approach positioning as the process of building brand

identity. For Herrera, León & Vargas-Ortiz (2018)

positioning is a process aimed at creating an

imaginary in reference to a product, of individual and

collective acceptance in the market.

Brand positioning refers to the place that goods

and services occupy in the mind of the consumer

(Ries & Trout, 1981), in this regard, Aaker (1996)

FEMIB 2022 - 4th International Conference on Finance, Economics, Management and IT Business

116

states that a correctly implemented brand positioning

brings advantages to the organization, among which

stand out an orientation and refinement of the brand

strategy, proportion of expansion options,

improvement of memorization, granting of meaning

and concentration to the organization, generation of

competitive advantages, development of a solid

position against the competition, ownership over a

communication symbol and provision of efficiencies

in terms of execution costs.

3 METHODS

Bivariate correlations were used through Spearman's

Rho coefficient, which is a measure of linear

association that uses the ranks, order numbers, of

each group of subjects and compares these ranks

(Kumar & Abirami, 2018). For this study, this type of

correlation is convenient because the variables do not

follow the normal curve (Camacho-Sandoval, 2008).

Bivariate correlations determine whether two

variables have a relationship with each other, their

direction and their intensity, which can be strong,

moderate or weak (Yun et al. 2019).

The population investigated were the managers

(general managers, marketing managers or

commercial managers) of the companies in the city of

Bogota that have their trademark registered

complying with the total legal requirements for such

registration; and according to the Bogotá Chamber of

Commerce (2020) the city has a total of 1097

organizations. As for obtaining the sample,

probabilistic sampling was used, since it allows

distinguishing the probability that each unit of

analysis has, this must be integrated to the sample

through random selection, thus comprising the simple

random sampling procedure (Posso, 2014). From a

confidence level of 95%, a margin of error of 5%, and

according to the coefficient of positive and negative

variation of 50% each, the sample was 285.

The instrument for the collection of information

was a survey, which according to Dwivedi et al.

(2021) are conversations with a large number of

people using a specific questionnaire that serves

mainly to obtain information delimited from various

points of view and thus obtain a wide variety of

trends. This instrument is divided into two parts: the

first presents six items that aim to characterize the

participating companies by means of nominal

questions with a single answer; the second part

presents twenty-two items that characterize the trends

of the international positioning of brands in

organizations that have a registered trademark by

means of Likert-type questions organized in five

dimensions: commercial benefits that can be

visualized after registering the trademark, knowledge

about international treaties related to trademark

protection, brand management, elements that drive

the success of brands in international markets, and

finally the factors to be taken into account for the

international expansion of the brand.

The information gathering was carried out in the

second quarter of 2021 and the validation of the

instrument was developed through a pilot test of 29

surveys, that is, 10% of the sample obtained through

the Cronbach's Alpha test which is a coefficient used

to evaluate the degree to which the items of an

instrument are correlated (Bianchi, 2020), obtaining

satisfactory results for each of the five dimensions of

the second part of the instrument, as shown in table 1.

The statistical package SPSS® 26.0 (Statistical

Package for the Social Sciences) was used for this

purpose.

Table 1: Reliability statistics for each dimension of the

instrument.

Instrument

dimensions

Cronbach's

alpha

Cronbach's

alpha based

standardized

items

Number

elements

Commercial

benefits that can be

visualized after

registering the

trademark.

0.824 0.825 5

Knowledge of

international treaties

related to trademark

protection.

0.917 0.917 7

Brand management. 0.774 0.771 2

Elements that drive

brand success in

international

markets.

0.801 0.801 4

Factors to take into

account for the

international

expansion of the

brand.

0.791 0.796 4

4 RESULTS

Among the organizations that took part in the study,

those in the commerce sector stood out with 26%, the

Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia

117

industrial sector with 12%, the services sector with

11% and the construction sector with 10%

participation. Of these, 18.6% were microenterprises,

42.1% were small, 30.5% were medium-sized, and

the remaining 8.8% corresponded to large companies.

Likewise, 13.3% of these organizations have been in

the market for less than 3 years, 21.1% have been in

the market for more than 3 years and up to 6 years,

29.1% have been in the market for more than 6 years

and up to 9 years, 18.6% have been in the market for

more than 9 years and up to 12 years, and 17.9% have

been in the market for more than 12 years.

The factors underlying the international

positioning of the brands were identified, with which

there is a significant level of association with the size

of the company and the time in the market of the

organizations studied. These factors are: generating

revenue through licensing, cultural perceptions of the

market around the brand, management of brand

registrations, the ability to make the brand one of the

most valuable assets of the organization, the ability to

increase market share, and finally, the ability to

obtain trust and support in the market.

Considering that the significance (bilateral) of

Sperman's Rho in the elements of the dimensions

found are less than 0.05, the null hypothesis is

rejected and in turn the alternative hypothesis is

accepted, finding significant relationships at a level

of 95% reliability and 5% error (Cao et al. 2019).

These associations are shown in table 2.

Table 2: Association between the factors favoring the

international positioning of brands with respect to the size

of the companies studied and their time in the market.

Variables

Factors that underpin the

international positioning

of brands

Significance

(bilateral)

Sperman's

Rho

Company

size

Generate revenue through

licensing

0.000

Cultural perceptions of

the market around the

brand.

0.011

Trademark registrations. 0.000

Time on

the market

Make the brand one of the

organization's most

valuable assets.

0.017

Increase market share. 0.001

To obtain confidence and

support in the market.

0.000

Table 3 shows the bivariate correlations between

the factors that favor the international positioning of

the brands and the size of the companies studied, for

which a statistically significant, weak and directly

proportional linear relationship was found between

the size of the company, the generation of income

through licenses of use (rs= 0. 286, p<0.01), and

scarce trademark registrations (rs= 0.214, p<0.01)

and the market's cultural perceptions of the brand (rs=

0.150, p<0.05). In this sense, there is also a

statistically significant, weak and directly

proportional linear relationship between revenue

generation through licensing and brand registrations

(rs= 0.264, p<0.01).

On the other hand, there is a statistically

significant, weak linear relationship with a tendency

to moderate and directly proportional between market

cultural perceptions of the brand and brand

registration (rs= 0.467, p<0.01). These results suggest

that company managers perceive a weak relationship

between the size of the company and the perceived

benefits of having a registered trademark, not only

from the perspective of revenue generation, but also

from the perspective of the value perceived by the

market; however, this does not mean that it is not

relevant. It is worth noting that there is no significant

correlation between the generation of income from

licenses of use versus the cultural perception of the

market, which allows inferring that managers attach

greater importance to protecting the trademark than to

obtaining income from its use.

Table 4 shows the bivariate correlations between

the factors that favor the international positioning of

brands and the time on the market of the companies

studied. A statistically significant, weak and directly

proportional linear relationship was found between

time on the market and making the brand one of the

most valuable assets (rs= 0.141, p<0.05), in increasing

market share (rs= 0.179, p<0.01) and obtaining trust

and support in the market (rs= 0.245, p<0.01), in that

sense, having a significant relationship, it is not

relevant in terms of time on the market.

A statistically significant, weak and directly

proportional linear relationship was found between

making the brand one of the most valuable assets,

versus increasing market share (rs= 0.422, p<0.01)

and gaining trust and support in the market (rs= 0.407,

p<0.01). Therefore, it is consistent that the

relationship between increasing market share and

obtaining trust and support in the market (rs= 0.449,

p<0.01), being weak, tends to be moderate, and this is

because, by increasing market share, the brand will be

directly valued, and will be perceived as a trustworthy

brand in the market.

FEMIB 2022 - 4th International Conference on Finance, Economics, Management and IT Business

118

Table 3: Bivariate correlations between the factors favoring the international positioning of brands and the size of the

companies studied.

Spearman's Rho

Company

size

Generate

revenue through

licenses of use

Cultural

perceptions of

the market

around the

ran

Trademark

registrations

Company size

Correlation

coefficien

1.000 .286** .150* .214**

. (bilateral) .000 .011 .000

285 285 285

Generate

revenue

through

licenses of use

Correlation

coefficien

1.000 .097 .264**

. (bilateral) .101 .000

285 285

Cultural

perceptions of

the market

around the

ran

Correlation

coefficien

1.000 .467**

Sig. (bilateral) .000

N 285

Trademark

registrations

Correlation

coefficien

1.000

Sig. (bilateral)

**. Correlation is significant at the 0.01 level (bilateral).

*. Correlation is significant at the 0.05 level (bilateral).

Table 4: Bivariate correlations between the factors favoring the international positioning of brands and the time on the market

of the companies studied.

Spearman's Rho

Time on

the

market

Make your

brand one of

your most

valuable assets

Increase market

Get confidence

and support in

the market

Time on the

market

Correlation

coefficien

1.000 .141* .179** .245**

. (bilateral) .017 .002 .000

285 285 285

Make the brand

one of your

most valuable

assets

Correlation

coefficien

1.000 .422** .407**

. (bilateral) .000 .000

285 285

Increase

market share

Correlation

coefficien

1.000 .449**

. (bilateral) .000

285

Get confidence

and support in

the market

Correlation

coefficien

1.000

. (bilateral)

**. Correlation is significant at the 0.01 level (bilateral).

*. Correlation is significant at the 0.05 level (bilateral).

Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia

119

5 DISCUSSION AND

CONCLUSIONS

From a theoretical point of view, positioning is a

fundamental part in the process of brand management

in an organization, and is part of a process that starts

from the conception of a business idea until it is

perceived through products as necessary in a group of

consumers not only for its intrinsic value (Sharma &

Klein, 2020; De Ruyter et al. 1997) but also for its

symbolic value (Baudrillard, 2009; Hernández-Gil et

al. 2018).Every entrepreneur must strive not only to

create a brand, but also to express in a product, an

idea, a feeling, a value, which allows it to be

perceived, identified and possibly accepted by a

market, which is usually influenced by various offers

generated by the same communication actions of

companies in the same economic sector (Neme-

Chaves & López-Rodríguez, 2021). This makes it

difficult to manage brand positioning oriented to the

long term, given that the expected results are pressing

in an environment increasingly focused on obtaining

market share and revenue growth.

The relevance of brand positioning from an

international perspective is relevant, since the high

competitive intensity present in developing countries,

not only for national brands, but also for the entry of

foreign brands, makes this economic environment an

opportunity for a brand to develop

internationalization exercises, where the perceived

value generated by a positioning exercise with a

strategic sense and leveraged by a registered

trademark favors its acceptance in those markets,

favoring the increase of its income, its market share,

job creation, and thus contributing to the economic

development not only of an organization but also of a

society.

It is increasingly relevant to understand the

relationship perceived by the managers of the

companies in terms that favor the registration of a

trademark in international markets, for which factors

related to the size of the company in reference to

increasing the positioning of the trademark, in

relation to variables such as generating income

through licenses of use, cultural perceptions and

trademark registrations have an acceptance which is

evidenced by a significance of less than 0.05

generated by the Spearman correlation coefficient,

which implies that there is a relationship. However,

when interpreting the perception by the managers of

the companies regarding the relationship of the size

of the company with the generation of income

through licenses of use, they relate it positively, and

allow inferring, that being a large company allows

having many registered trademarks and that the use

of such trademarks in a different scenario can have an

impact on the organization's income; however, this

depends largely on the companies that allow doing

co-branding (Newmeyer et al. 2018) or co-promotion

exercises (Aaker & Keller, 1990).

The relationship between the size of the company,

cultural perceptions and brand registrations, although

they are positively related at a statistical level, their

significance is weak, given that it is possible that for

managers these variables do not represent a factor that

potentiates international positioning and this can be

understood from the degree of consumer

ethnocentrism (Solomon, 2006; Shiffman & Kanuk,

2010) and on the other hand from the perspective of

perceived value (Zeithaml, 1988; Sharma & Klein,

2020; Konuk, 2019) by the potential consumer, who

does not assign much value to the size of the

manufacturer of such product but to its functional and

symbolic benefit, which favor the reputation of the

brand (Keller, 2009).

Regarding the relationship between time in the

market with variables such as the ability to turn the

brand into one of the most valuable assets, increasing

market share and obtaining trust and support in the

market, the result generated by Spearman's

correlation coefficient is a significance level of less

than 0. 05 for which it is interpreted that there is a

degree of relationship between the variables;

however, among these aspects, the most relevant for

businessmen is the ability to obtain trust and support

in the market, since it is possible that the market

interprets that if a brand has lasted over time it is

because its promise of value is adequate, and

therefore, it is part of a set of elements associated with

credibility and can be used as a positioning strategy

by attributes (Ries & Trout, 1981).

The relationship between the time in the market of

the companies with the brand as one of the most

valuable assets and the capacity to increase market

share is scarce, with a tendency to be null, which

implies that businessmen do not necessarily relate it

as a fundamental factor to obtain a greater

participation in the international market.

To conclude, it can be inferred that the

organizations with registered trademarks located in

the Colombian capital recognize the relationship

given by their size and their time in the market with

the capacity to generate income through licenses of

use, with the advantage granted by trademark

registrations and with the obtaining of trust and

support in the market that potentiate their

international positioning; nevertheless, it is important

to emphasize in further studies to go deeper into

FEMIB 2022 - 4th International Conference on Finance, Economics, Management and IT Business

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factors such as brand personality (Aaker, 1997) and

its relationship between cultural perception,

acceptance and trust in the market in an international

context. Therefore, studies of brand positioning and

personality based on models developed for a Latin

American context acquire importance from the

academic and business perspective as a development

axis that allows understanding the dynamics of these

relationships.

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