Estudio de caso- lanzamiento de la marca Davivienda en Costa Rica, el Salvador y Honduras
Talero Bonilla, Andrea
The purpose of this document is to bring together and to analyze the universe of information related to the process of Launching Davivienda’s Brand into three Central American markets: Costa Rica, El Salvador and Honduras. This document also seeks to make out the experiences and lessons learned by the company during this period. The structure of this paper is composed by a theoretical framework about the theories of brand positioning, followed by the formal case study which has a description of Davivienda and the countries where the company entered. Subsequently, it has the review of the process of launching the brand: from the strategy’s formulation and implementation to the evaluation and the analysis of the results. Finally there are the conclusions and recommendations based on the theory and learning.