Desmitificando el branding: un análisis crítico de los mitos empresariales sobre el registro de marcas y su impacto en la estrategia de marcas
DOI:
https://doi.org/10.31637/epsir-2025-1944Palabras clave:
branding, Registro de Marcas, Mitos Empresariales, Estrategia de Marca, Propiedad Intelectual, PYMES, Registro Marcas, logotipoResumen
Introducción: Este estudio examina los mitos sobre el registro de marcas y su influencia en las estrategias de marca. A través de una revisión literaria y análisis de casos, se desmienten conceptos erróneos comunes, como la innecesariedad del registro para PYMES. Metodología: Se realizó una revisión exhaustiva de la literatura y un análisis de casos para explorar la realidad detrás de estos mitos. Resultados: El estudio demuestra que el registro continuo y la gestión activa de la marca son esenciales para el éxito empresarial. Desafiar la creencia de que un único registro brinda protección indefinida es clave. Conclusiones: Una estrategia de marca efectiva debe incluir tanto aspectos legales como creativos, especialmente en PYMES, para garantizar su éxito en el mercado.
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Derechos de autor 2025 Jairo Eduardo Vargas Alvarez
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