Abstract for DEN’s 2018 Colloquium Garma Uscanga, Karla Ivette

Luna Morales, Luis Fernando

The present work “A brand’s construction process based on CRM.” is focused on new
creation <<MiPyMes>> and looks forward to reposition CRM as a business tool that
can be used as the core in the process of a brand’s construction, in order to maximize
its success probability.

This work’s development and integration is backed up by an experts marketeer’s team,

professionally focused on marketing of services, brands creation and development and
business CRM. Bibliographic material was also of use, in order to enrich and back up
this work’s proposal.

The hypothesis is that “CRM as a business strategy, based on customer’s

knowledgment and customer’s satisfaction, can be used as central taxis or core of the
brand’s creation process, and can be used and replicable in any MiPyMe’s
construction process and not only as a secondary element, once the brand has been
created.”

We look forward to develop and establish a new alternative brand’s creation method,
that potentialize its success probabilities, given that none of the actual existing methods
has CRM as their core, but only -in best cases- as a secondary tool that -in Mexico- is
nowhere near to be used by companies nor brands.

We will also try to introduce this work to MiPyMEs and institutions that support and
create these businesses, considering that if they use our model and it works, that would
be the ultimate validation needed of CRM’s importance as nuclear part in a brand’s
creation process and in its life, being that exactly our proposal.

Keywords:

• CRM
• MiPyMes
• Customer’s satisfaction
• Brand’s creation process