LACASA: un caso de éxito en la gestión de marcas y productos
Lacasa : A success case in brand and product management
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Este artículo toma como referencia a la empresa lacasa, líder en el mercado
español del chocolate, para ilustrar la importancia de la gestión de marcas y el lanzamiento de nuevos productos como meta para la consolidación y la consecución de la excelencia empresarial. A través de la realización de varias dinámicas de grupo y un experimento, se ha podido constatar la necesidad de acometer adecuadas estrategias de submarcas y de la utilización de personajes de marca como complemento a otras estrategias de marketing implementadas por la empresa.
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