Desmitificando el branding: un análisis crítico de los mitos empresariales sobre el registro de marcas y su impacto en la estrategia de marcas

Jairo Eduardo Vargas Alvarez

doi:10.31637/epsir-2025-1944

Authors

Jairo Eduardo Vargas Alvarez Universitaria de Investigación y Desarrollo https://orcid.org/0000-0001-5320-0354

DOI:

https://doi.org/10.31637/epsir-2025-1944

Keywords:

Branding, Brand Registration, Business Myths, Brand Strategy, Intellectual Property, SMEs

Abstract

Introduction: This study examines myths about trademark registration and its influence on branding strategies. Through a literature review and case analysis, common misconceptions, such as the unnecessaryness of registration for SMEs, are debunked. Methodology: A comprehensive literature review and case analysis was conducted to explore the reality behind these myths. Results: The study demonstrates that continuous registration and active brand management are essential for business success. Challenging the belief that a single registration provides indefinite protection is key. Conclusions: An effective branding strategy must include both legal and creative aspects, especially in SMEs, to ensure success in the marketplace.

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Author Biography

Jairo Eduardo Vargas Alvarez, Universitaria de Investigación y Desarrollo

Freelance publicist with more than 23 years of experience, specialized in the development of advertising campaigns and branding strategies for companies in Santander. He has demonstrated his expertise in the creation of SEO optimized websites and advertising design, excelling in brand management and digital marketing analysis. As a teacher, he has guided future industry leaders, teaching courses in areas such as Digital Marketing and Web Design, focusing on the practical application of knowledge to prepare students for the challenges of today's market.

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