{"id":114472,"date":"2013-09-07T00:00:00","date_gmt":"2013-09-07T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-nueva-gestion-de-las-marcas-una-vision-en-el-sector-del-lujo\/"},"modified":"2013-09-07T00:00:00","modified_gmt":"2013-09-07T00:00:00","slug":"la-nueva-gestion-de-las-marcas-una-vision-en-el-sector-del-lujo","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/complutense-de-madrid\/la-nueva-gestion-de-las-marcas-una-vision-en-el-sector-del-lujo\/","title":{"rendered":"La nueva gestion de las marcas: una vision en el sector del lujo."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Celia Rangel Perez <\/strong><\/h2>\n<p>Resumeneste trabajo analiza la nueva gesti\u00f3n de las marcas y c\u00f3mo las marcas de lujo son un referente en la gesti\u00f3n los intangibles y de la marca en general. Como resultado de la reflexi\u00f3n te\u00f3rica, se plantea un nuevo modelo de gesti\u00f3n de marcas de lujo basado en la participaci\u00f3n entre la empresa y el consumidor. El modelo de las relaciones del lujo propone una gesti\u00f3n flexible de las marcas de lujo para dos tipos de consumidores, es decir, para los que buscan un lujo aspiracional que les ayude a proyectar su estatus en la sociedad, como sucede en los pa\u00edses emergentes; y para los que buscan un lujo discreto de representatividad, caracter\u00edstico de los pa\u00edses occidentales. Para ello, el modelo establece una serie de par\u00e1metros fijos y variables. Todo ello se cimenta, en primer lugar, sobre la excelencia y, a partir de ah\u00ed, en los valores de calidad, exclusividad, saber hacer y sostenibilidad. Palabras clave: marca, gesti\u00f3n de marcas, modelos, branding, brand management, co-creaci\u00f3n, lujo, premium, gesti\u00f3n de marcas de lujo, excelencia.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La nueva gestion de las marcas: una vision en el sector del lujo.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La nueva gestion de las marcas: una vision en el sector del lujo. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Celia Rangel Perez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 09\/07\/2013<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Juan Benavides Delgado<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: ra\u00fal Eguiz\u00e1bal maza <\/li>\n<li>bel\u00e9n L\u00f3pez vazquez (vocal)<\/li>\n<li>david Alameda Garc\u00eda (vocal)<\/li>\n<li>Jos\u00e9 Luis Fern\u00e1ndez fern\u00e1ndez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Celia Rangel Perez Resumeneste trabajo analiza la nueva gesti\u00f3n de las marcas y c\u00f3mo las marcas de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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