TY  - JOUR 
TI  - El uso de los arquetipos en la industria de la moda en Colombia
JO  - ESTUDIOS GERENCIALES;Vol. 30 No. 130
PB  - Universidad Icesi
PY  - 2014
issn 01235923
AB  - Archetypes have emerged as a powerful tool for defining brand personality, and are especially useful
in the marketing of fashion brands. The present study aims to determine the use of archetypes as a
brand management tool in Colombian fashion companies. It also presents the perception of this tool, and
identifies motivators and barriers for its implementation. A total of 16 in-depth interviews were carried
out, mostly with fashion businesses that are implementing or wish to implement archetypes. Colombian
fashion brand managers present various motivations for using the tool, however, the use of archetypes
is limited, and has many obstacles for its implementation.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios Gerenciales
KW  - Identidad de marca
KW  - Moda
KW  - Marca
KW  - Brand identity
KW  - Brand personality
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1764
ER  -