Resumen

LUNA SANCHEZ, Patricia. Historic perspective of the mexican company carranco 1885-2015. Value and brand identity. Revista Col. San Luis [online]. 2016, vol.6, n.11, pp.106-137. ISSN 2007-8846.

This article aims to visualize in present day a portion of the intellectual structural capital that was generated through time in business organizations known as haciendas. This study resumes my hypothesis that the intellectual structural capital which was accumulated in the commercial haciendas located in the highlands of San Luis Potosí was preserved by the businessmen who owned them and their descendants after their businesses had been affected by the agricultural land distribution done by the state. I believe that this supposition can be contrasted when identifying businesses that currently use the names of the original haciendas as brands, and these can be turned into symbolic assets that positively strengthen the corporate image. The proposal aims to provide a closer approach to the study on commercial brands. Brands that are well positioned in the local and regional market, such as is the case of Carranco or Coronado at a national level. In this article, we will address the historical perspective analysis of the development of the company Productos Carranco S.A. de C.V.

Palabras llave : Hacienda; business; brand; history; identity.

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