Como Crear Una Marca

1165
7/21/2019 Como Crear Una Marca http://slidepdf.com/reader/full/como-crear-una-marca-56d9ec2271744 1/1165 {\rtf\ansi\deff0\ansicpg1252 {\fonttbl {\f0\froman times new roman;}} {\colortbl\red0\green0\blue0;\red179\green99\blue6;\red255\green255\blue255;\red 194\green130\blue56;} \jexpand\viewkind1\viewscale100 {\shp{\*\shpinst\shpleft5626\shptop4920\shpright6280\shpbottom5573\shpfhdr0\shpw r3\shpwrk0\shpfblwtxt1\shplid2028\shpz0\shpbxpage\shpbypage {\sp{\sn shapeType}{\sv 0}} {\sp{\sn fFlipH}{\sv 0}} {\sp{\sn fFlipV}{\sv 0}} {\sp{\sn rotation}{\sv 0}} {\sp{\sn geoRight}{\sv 654}} {\sp{\sn geoBottom}{\sv 653}} {\sp{\sn shapePath}{\sv 4}} {\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,653);(653,653);(653,0);(0,0);}} {\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;2457 7;32768}} {\sp{\sn fFillOK}{\sv 1}} {\sp{\sn fFilled}{\sv 1}} {\sp{\sn fillColor}{\sv 484531}} {\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}} {\sp{\sn lineType}{\sv 0}} {\sp{\sn fArrowheadsOK}{\sv 0}} {\sp{\sn fBehindDocument}{\sv 1}} {\sp{\sn fLayoutInCell}{\sv 1}}}} {\shp{\*\shpinst\shpleft853\shptop9880\shpright11053\shpbottom9880\shpfhdr0\shpw r3\shpwrk0\shpfblwtxt1\shplid2029\shpz1\shpbxpage\shpbypage {\sp{\sn shapeType}{\sv 0}} {\sp{\sn fFlipH}{\sv 0}} {\sp{\sn fFlipV}{\sv 0}} {\sp{\sn rotation}{\sv 0}} {\sp{\sn geoRight}{\sv 10200}} {\sp{\sn geoBottom}{\sv 0}} {\sp{\sn shapePath}{\sv 4}} {\sp{\sn pVerticies}{\sv 8;2;(0,0);(10200,0);}} {\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}} {\sp{\sn fFillOK}{\sv 1}} {\sp{\sn fFilled}{\sv 0}} {\sp{\sn lineWidth}{\sv 12700}} {\sp{\sn lineColor}{\sv 484531}} {\sp{\sn lineDashing}{\sv 0}} {\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 484531}} {\sp{\sn lineType}{\sv 0}} {\sp{\sn fArrowheadsOK}{\sv 0}} {\sp{\sn fBehindDocument}{\sv 1}} {\sp{\sn fLayoutInCell}{\sv 1}}}} {\shp{\*\shpinst\shpleft853\shptop10373\shpright11053\shpbottom10373\shpfhdr0\sh pwr3\shpwrk0\shpfblwtxt1\shplid2030\shpz2\shpbxpage\shpbypage {\sp{\sn shapeType}{\sv 0}} {\sp{\sn fFlipH}{\sv 0}} {\sp{\sn fFlipV}{\sv 0}} {\sp{\sn rotation}{\sv 0}} {\sp{\sn geoRight}{\sv 10200}} {\sp{\sn geoBottom}{\sv 0}} {\sp{\sn shapePath}{\sv 4}} {\sp{\sn pVerticies}{\sv 8;2;(0,0);(10200,0);}} {\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}} {\sp{\sn fFillOK}{\sv 1}}

description

como-crear-una-marca

Transcript of Como Crear Una Marca

  • {\rtf\ansi\deff0\ansicpg1252{\fonttbl{\f0\froman times new roman;}}{\colortbl\red0\green0\blue0;\red179\green99\blue6;\red255\green255\blue255;\red194\green130\blue56;}\jexpand\viewkind1\viewscale100

    {\shp{\*\shpinst\shpleft5626\shptop4920\shpright6280\shpbottom5573\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2028\shpz0\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 654}}{\sp{\sn geoBottom}{\sv 653}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,653);(653,653);(653,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft853\shptop9880\shpright11053\shpbottom9880\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2029\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 10200}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(0,0);(10200,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 12700}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft853\shptop10373\shpright11053\shpbottom10373\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2030\shpz2\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 10200}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(0,0);(10200,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}

  • {\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 12700}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\paperw11893\paperh16826\margl666\margr133\margt666\margb666\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2186\ri0\sl-1146\slmult0 \fs94\cf1\f0\charscalex100 {Como crear una}\par\pard\li4120\ri0\sl-1066\slmult0 \fs94\cf1\f0\charscalex100 {marca}\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2640\ri0\sl-360\slmult0 \fs22\cf0\f0\charscalex100 {M A N U A L E S P R C T I C O S D E L A P Y M E}\par\pard\sect\sectd\sbkpage\pard\sect\sectd\sbkpage\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn666\cols3\colno1\colw3626\colsr-0\colno2\colw5320\colsr-0\colno3\colw2146\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf1\f0\charscalex100\b {0. Preliminar }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {1. Introduccin }\b0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-506\slmult0 \fs30\cf1\f0\charscalex100\b {NDICE DE CONTENIDOS}\b0 \par\column\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf1\f0\charscalex100\b {7}\b0 \par\pard\li0\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {11}\b0 \par\pard\sect\sectd\sbknone\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\cols2\colno1\colw8866\colsr-0\colno2\colw2226\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b { 1.1Objetivosdelmanual}\b0 \par\pard\li1333\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b { 1.2Estructuradelmanual}\b0 \par\pard\li1040\ri0\sl-306\slmult0 \fs18\cf1\f0\charscalex100\b {2. La marca: concepto y evolucin }\b0 \par\pard\li1333\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b { 2.1Definicionesdemarca}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 2.2Evolucindelasmarcas}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 2.3Clasificacindemarcas}\b0 \par\pard\li1040\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {3. La marca del d

  • istribuidor }\b0 \par\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b { 3.1Lamarcadeldistribuidoromarcablanca}\b0 \par\pard\li1040\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {4. Las marcas en la actualidad }\b0 \par\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b { 4.1Caleselvalordeunamarca?}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 4.2Lasmarcasmsvaliosas}\b0 \par\pard\li1333\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b { 4.3Lasmejoresmarcasespaolas}\b0 \par\pard\li1040\ri0\sl-306\slmult0 \fs18\cf1\f0\charscalex100\b {5. Por qu crear una marca? }\b0 \par\pard\li1333\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b { 5.1Ventajasdeconstrurunamarcafuerteyconsolidala}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 5.2Lasmarcasenlaspymes}\b0 \par\pard\li1040\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {6. Cmo construr una marca? Metodologa para la construccin de una marca }\b0 \par\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b { 6.1Branding }\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 6.2Culessonlospasosparalaconstruccindeunamarcapoderosa?}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 6.3Estrategiasoarquitecturademarca}\b0 \par\pard\li1333\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b { 6.4Fasesenlavidadeunamarca.Qhacerencadamomento?}\b0 \par\pard\li1040\ri0\sl-306\slmult0 \fs18\cf1\f0\charscalex100\b {7. Cmo debe ser mi marca? Claves para el xito de una marca }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {8. Qu nunca debe hacer una marca? Errores que hay que evitar }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {9. Debo registrar mi marca? }\b0 \par\pard\li1333\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b { 9.1Dndeconsultarsilamarcaqueqiueroregistraryaexiste?}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b { 9.2PasospararegistrarmimarcaenEspaa?}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100\b { 9.3Porquycomoprotegerlosderechosdepropiedadintelectualdesupymeenel}\b0 \par\pard\li1760\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {extranjero?}\b0 \par\pard\li1333\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b { 9.4Queslavigilanciademarca?}\b0 \par\pard\li1040\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {10. Casos de xito de marcas }\b0 \par\pard\li1333\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {10.1Casosprcticosdemarcasenlaspymes}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {10.2Grandesmarcasqueundatambinfueronmarcasenpymesyotras}\b0 \par\pard\li1760\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {frmulasempresariales}\b0 \par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf1\f0\charscalex100\b {11. Casos de fracaso de marcas }\b0 \par\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {11.1Fracasosdeculturademarca}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {11.2Fracasosdemalasideas}\b0 \par\pard\li1333\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {11.3Fracasosdeextensindelnea}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {11.4Otrosfracasos}\b0 \par\column\pard\li13\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {11}\b0 \par\pard\li13\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {12}\b0 \par\pard\li53\ri0\sl-306\slmult0 \fs18\cf1\f0\charscalex100\b {17}\b0 \par\pard\li13\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {20}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {22}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {24}\b0 \par\pard\li13\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {29}\b0 \par\pard\li13\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {29}\b0 \par\pard\li13\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {33}\b0 \par\pard\li13\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {33}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {35}\b0 \par\pard\li13\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {36}\b0 \par\pard\li13\ri0\sl-306\slmult0 \fs18\cf1\f0\charscalex100\b {39}\b0 \par\pard\li13\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {40}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {41}\b0 \par\pard\li13\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {45}\b0 \par\pard\li13\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {46}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {47}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {57}\b0 \par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {59}\b0 \par\pard\li13\ri0\sl-306\slmult0 \fs18\cf1\f0\charscalex100\b {63}\b0 \par\pard\li13\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {67}\b0 \par\pard\li53\ri0\sl-320\slmult0 \fs18\

  • cf1\f0\charscalex100\b {71}\b0 \par\pard\li13\ri0\sl-253\slmult0 \fs16\cf0\f0\charscalex100\b {72}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {73}\b0 \par\pard\li13\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li13\ri0\sl-253\slmult0 \fs16\cf0\f0\charscalex100\b {74}\b0 \par\pard\li13\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100\b {75}\b0 \par\pard\li13\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {79}\b0 \par\pard\li13\ri0\sl-253\slmult0 \fs16\cf0\f0\charscalex100\b {79}\b0 \par\pard\li13\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li13\ri0\sl-253\slmult0 \fs16\cf0\f0\charscalex100\b {80}\b0 \par\pard\li13\ri0\sl-280\slmult0 \fs18\cf1\f0\charscalex100\b {87}\b0 \par\pard\li13\ri0\sl-266\slmult0 \fs16\cf0\f0\charscalex100\b {89}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100\b {90}\b0 \par\pard\li13\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100\b {91}\b0 \par\pard\li13\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100\b {92}\b0 \par\pard\sect\sectd\sbknone\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn666\cols2\colno1\colw8773\colsr-0\colno2\colw2320\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-360\slmult0 \fs18\cf1\f0\charscalex100\b {12. Caso prctico. Ejemplo de construccin de marca }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {13. Los profesionales de la construccin de marcas trasladan su conocimiento }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {14. Tendencias de las marcas }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {15. Conclusiones }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {16. Glosario de trminos }\b0 \par\pard\li1040\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {17. Referencias y recursos }\b0 \par\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {17.1Linksdeinters }\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {17.2Librosrecomendados}\b0 \par\pard\li1333\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {17.3Estudios }\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {17.4Revistas }\b0 \par\pard\li1040\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {18. Bibliografa }\b0 \par\pard\li1333\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {18.1Libros}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {18.2Estudiosymanuales}\b0 \par\pard\li1333\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {18.3Revistasyotrasponencias}\b0 \par\column\pard\li106\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li106\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li106\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li106\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li106\ri0\sl-360\slmult0 \fs18\cf1\f0\charscalex100\b {95}\b0 \par\pard\li40\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {103}\b0 \par\pard\li80\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {121}\b0 \par\pard\li40\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {125}\b0 \par\pard\li40\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {129}\b0 \par\pard\li40\ri0\sl-320\slmult0 \fs18\cf1\f0\charscalex100\b {137}\b0 \par\pard\li0\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {137}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {140}\b0 \par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {143}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {144}\b0 \par\pard\li40\ri0\sl-293\slmult0 \fs18\cf1\f0\charscalex100\b {147}\b0 \par\pard\li0\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100\b {147}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {148}\b0 \par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {149}\b0 \par\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft8293\shptop10506\shpright12226\shpbottom10893\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2031\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 3933}}{\sp{\sn geoBottom}{\sv 387}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,386);(3933,386);(3933,0);(0,0);}}

  • {\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft8293\shptop10506\shpright12226\shpbottom10893\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2032\shpz2\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 3933}}{\sp{\sn geoBottom}{\sv 387}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,386);(3933,386);(3933,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 0}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn666\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3960\ri0\sl-733\slmult0 \fs50\cf1\f0\charscalex100\b { 0. Preliminar}\b0 \par\pard\sect\sectd\sbkpage\pard\sect\sectd\sbkpage

  • {\shp{\*\shpinst\shpleft1706\shptop-226\shpright2560\shpbottom2360\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2033\shpz0\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 854}}{\sp{\sn geoBottom}{\sv 2586}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,2600);(866,2600);(866,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9440\shpright11053\shpbottom9946\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2034\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 506}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,506);(506,506);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1733\shptop15573\shpright10240\shpbottom15573\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2035\shpz3\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 8507}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(8506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 3175}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}

  • {\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9226\shpright11053\shpbottom9280\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2036\shpz5\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 54}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,53);(506,53);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 13750479}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1893\shptop1053\shpright2360\shpbottom1466\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2037\shpz6\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 467}}{\sp{\sn geoBottom}{\sv 413}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;45;(480,306);(240,400);(0,306);(0,213);(186,173);(186,120);(120,106);(240,0);(280,0);(400,133);(360,146);(320,133);(320,186);(480,213);(480,306);(453,213);(320,186);(320,240);(280,253);(186,226);(186,173);(26,213);(240,266);(293,253);(306,253);(320,306);(413,280);(413,226);(453,213);(480,306);(480,306);(386,133);(280,0);(253,0);(360,133);(386,133);(480,306);(480,306);(306,240);(306,133);(280,133);(280,240);(306,240);(480,306);(480,306);}}{\sp{\sn pSegmentInfo}{\sv 2;92;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 16777215}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10573\shptop8653\shpright11053\shpbottom9053\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2038\shpz7\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 480}}{\sp{\sn geoBottom}{\sv 400}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;45;(480,320);(253,413);(0,320);(0,213);(186,173);(186

  • ,120);(120,106);(253,0);(280,0);(400,133);(373,146);(320,133);(320,186);(480,213);(480,320);(453,213);(320,200);(320,240);(280,253);(186,226);(186,173);(26,213);(253,266);(293,253);(306,266);(333,306);(413,293);(426,226);(453,213);(480,320);(480,320);(400,133);(280,0);(253,0);(373,146);(400,133);(480,320);(480,320);(320,240);(320,133);(280,133);(280,253);(320,240);(480,320);(480,320);}}{\sp{\sn pSegmentInfo}{\sv 2;92;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn266\cols2\colno1\colw10080\colsr-0\colno2\colw1013\pard\li2226\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2226\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2226\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2226\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2226\ri0\sl-666\slmult0 \fs50\cf1\f0\charscalex100\b {0. Preliminar}\b0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-253\slmult0 \*\tx1573\fs18\cf0\f0\charscalex100 {Los}\tab \fs18\cf0\f0\charscalex100\b {Manuales Prcticos de la Pyme}\b0 \fs18\cf0\f0\charscalex100 { constituyen un instrumento de trabajo para empresarios,}\par\pard\li1040\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100 {tcnicos y emprendedores orientado a la mejora de la competitividad de la empresa y a travs de}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {sta, lograr su crecimiento y consolidacin.}\par\pard\li1200\ri0\sl-453\slmult0 \fs16\cf0\f0\charscalex100 {Su desarrollo por parte de}{ }\fs16\cf0\f0\charscalex100\b {BicGalicia}\b0 \fs16\cf0\f0\charscalex100 { surge como respuesta a la necesidad de conocer los elementos}\par\pard\li1040\ri0\sl-280\slmult0 \fs16\cf0\f0\charscalex100 {clave en materias de gran importancia para una correcta gestin empresarial, como el marketing, el}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {uso de Internet, la direccin de la fuerza de ventas, la innovacin, la comunicacin en la empresa, }\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {la gestin de tesorera, la exportacin...etc.}\par\pard\li1200\ri0\sl-453\slmult0 \*\tx4453\fs18\cf0\f0\charscalex100 {En el proceso de elaboracin de los}\tab \fs18\cf0\f0\charscalex100\b {Manuales Prcticos de la Pyme}\b0 \fs18\cf0\f0\charscalex100 { se ha querido alcanzar o}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {responder a un doble objetivo; por una parte ofrecer una informacin terica rigurosa y completa}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {sobre el tema que se aborda en cada documento, y por otra, darle a esta informacin una orientacin}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {prctica que facilite al usuario la implantacin en su empresa de los conocimientos adquiridos.}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {Para lograr este objetivo se han incluido ejemplos y/o casos prcticos en cada uno de los manuales.}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {En stos se desarrolla uno o ms supuestos sobre el tema abordado en el documento, facilitando de}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {este modo la comprensin de la informacin y su posterior aplicacin en la actividad empresarial.}\par\pard\li1200\ri0\sl-453\slmult0 \fs16\cf0\f0\charscalex100 {Esta combinacin de teo

  • ra y prctica es un aspecto que caracteriza a los }\fs16\cf0\f0\charscalex100\b {ManualesPrcticosde}\b0 \par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100\b {laPyme}\b0 \fs18\cf0\f0\charscalex100 {, a la vez que los diferencia de otras publicaciones similares sobre gestin empresarial.}\par\pard\li1200\ri0\sl-440\slmult0 \fs16\cf0\f0\charscalex100 {En el portal de Bic Galicia - http://www.bicgalicia.es - se puede acceder a los }\fs16\cf0\f0\charscalex100\b {ManualesPrcticos}\b0 \par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100\b {delaPyme}\b0 \fs18\cf0\f0\charscalex100 { en formato electrnico, en sus versiones en gallego y castellano.}\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-253\slmult0 \fs12\cf3\f0\charscalex100 {M A N U A L E S P R C T I C O S D E L A P Y M E}\par\pard\li1080\ri0\sl-213\slmult0 \fs10\cf3\f0\charscalex100 {C M O C R E A R U N A M A R C A}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-413\slmult0 \fs20\cf2\f0\charscalex100\b {7}\b0 \par\pard\sect\sectd\sbkpage\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft8293\shptop10506\shpright12226\shpbottom10893\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2039\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 3933}}{\sp{\sn geoBottom}{\sv 387}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,386);(3933,386);(3933,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}

  • {\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft8293\shptop10506\shpright12226\shpbottom10893\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2040\shpz2\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 3933}}{\sp{\sn geoBottom}{\sv 387}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,386);(3933,386);(3933,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 0}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn666\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4213\ri0\sl-733\slmult0 \fs48\cf1\f0\charscalex100\b {1. Introduccin}\b0 \par\pard\sect\sectd\sbkpage\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft1706\shptop-226\shpright2560\shpbottom2360\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2041\shpz0\shpbxpage\shpbypage

  • {\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 854}}{\sp{\sn geoBottom}{\sv 2586}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,2600);(866,2600);(866,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9440\shpright11053\shpbottom9946\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2042\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 506}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,506);(506,506);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1733\shptop15573\shpright10240\shpbottom15573\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2043\shpz3\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 8507}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(8506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 3175}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1866\shptop933\shpright2360\shpbottom1466\shpfhdr0\shpwr

  • 3\shpwrk0\shpfblwtxt1\shplid2044\shpz5\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 494}}{\sp{\sn geoBottom}{\sv 533}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;110;(453,66);(26,226);(0,160);(440,0);(453,66);(493,520);(26,520);(26,226);(493,226);(493,520);(453,66);(453,66);(53,200);(53,146);(26,160);(26,213);(53,200);(453,66);(453,66);(80,293);(66,240);(26,240);(53,293);(80,293);(453,66);(453,66);(120,173);(120,120);(93,133);(93,186);(120,173);(453,66);(453,66);(146,293);(133,240);(93,240);(120,293);(146,293);(453,66);(453,66);(186,160);(186,93);(146,106);(146,173);(186,160);(453,66);(453,66);(213,293);(200,240);(160,240);(186,293);(213,293);(453,66);(453,66);(240,133);(240,80);(213,93);(213,146);(240,133);(453,66);(453,66);(280,293);(266,240);(226,240);(253,293);(280,293);(453,66);(453,66);(306,106);(306,53);(280,66);(280,120);(306,106);(453,66);(453,66);(346,293);(333,240);(293,240);(320,293);(346,293);(453,66);(453,66);(373,93);(373,26);(346,40);(346,106);(373,93);(453,66);(453,66);(413,293);(400,240);(360,240);(386,293);(413,293);(453,66);(453,66);(426,66);(426,13);(400,26);(400,80);(426,66);(453,66);(453,66);(480,293);(466,240);(426,240);(453,293);(480,293);(453,66);(453,66);}}{\sp{\sn pSegmentInfo}{\sv 2;222;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 16777215}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop8520\shpright11053\shpbottom9053\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2045\shpz6\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 533}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;110;(480,66);(26,226);(0,160);(453,0);(480,66);(506,546);(26,546);(26,240);(506,240);(506,546);(480,66);(480,66);(66,213);(66,146);(26,160);(26,226);(66,213);(480,66);(480,66);(93,306);(66,240);(40,240);(53,306);(93,306);(480,66);(480,66);(133,186);(133,133);(93,133);(93,200);(133,186);(480,66);(480,66);(160,306);(133,240);(106,240);(120,306);(160,306);(480,66);(480,66);(186,160);(186,106);(160,120);(160,173);(186,160);(480,66);(480,66);(226,306);(200,240);(173,240);(186,306);(226,306);(480,66);(480,66);(253,133);(253,80);(226,93);(226,146);(253,133);(480,66);(480,66);(293,306);(280,240);(240,240);(266,306);(293,306);(480,66);(480,66);(320,120);(320,53);(293,66);(293,133);(320,120);(4

  • 80,66);(480,66);(360,306);(346,240);(306,240);(333,306);(360,306);(480,66);(480,66);(386,93);(386,40);(360,40);(360,106);(386,93);(480,66);(480,66);(426,306);(413,240);(373,240);(400,306);(426,306);(480,66);(480,66);(453,66);(453,13);(413,26);(413,80);(453,66);(480,66);(480,66);(506,306);(480,240);(453,240);(466,306);(506,306);(480,66);(480,66);}}{\sp{\sn pSegmentInfo}{\sv 2;222;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9226\shpright11053\shpbottom9280\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2046\shpz7\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 54}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,53);(506,53);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 13750479}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn266\cols2\colno1\colw10053\colsr-0\colno2\colw1040\pard\li2333\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2333\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2333\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2333\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2333\ri0\sl-666\slmult0 \fs48\cf1\f0\charscalex100\b {1. Introduccin}\b0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {Este manual pretende servir de gua a las pymes que quieran emprender la labor de creacin de }\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {una marca poderosa en un mercado cada vez ms saturado, confuso y agresivo. Se pretende dar una}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex1

  • 00 {visin de qu es y qu abarca hoy una marca, entendiendo sta como un activo estratgico, sinnimo}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {de garanta, de confianza, smbolo que fideliza a los consumidores, a los que hay por encima de }\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {todo que conectar y crear experiencias nicas, ya que son los consumidores los que hacen exitosa}\par\pard\li1040\ri0\sl-280\slmult0 \fs16\cf0\f0\charscalex100 {una marca. Y todo ello se consigue con una verdadera gestin de la marca y con la construccin de }\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {la misma da a da.}\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-440\slmult0 \fs32\cf1\f0\charscalex100\b {1.1 Objetivos del manual}\b0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {Como es lgico el principal objetivo del manual prctico \uc1\u8220Xcmo construir una marca poderosa si}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {soy una pyme\uc1\u8221X se centra en:}\par\pard\li1426\ri0\sl-440\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X Ofrecer un esquema organizado e intuitivo de cules son los pasos a seguir para construir una}\par\pard\li1600\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {marca poderosa.}\par\pard\li1200\ri0\sl-400\slmult0 \fs18\cf0\f0\charscalex100 {De esta manera, aquella persona que trabaje en una pyme, independientemente del puesto que }\par\pard\li1040\ri0\sl-280\slmult0 \fs16\cf0\f0\charscalex100 {ocupe en sta, deber entender y tener claros cules son los pasos necesarios para la creacin de }\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {una marca, de manera que pueda apoyarse y buscar los recursos que estime oportunos para poner}\par\pard\li1040\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {en marcha la creacin de una marca poderosa.}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {En este sentido los objetivos secundarios que persigue el manual prctico son:}\par\pard\li1426\ri0\sl-440\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X Dar una visin estratgica de la creacin de marcas y la necesidad de crear marcas con valores}\par\pard\li1600\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {que el consumidor/a se sienta identificado y por lo tanto desee comprar.}\par\pard\li1426\ri0\sl-400\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X Subrayar la importancia de la creacin de marcas como el principal activo de la empresa y por}\par\pard\li1600\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {ltimo,}\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-226\slmult0 \fs12\cf3\f0\charscalex100 {M A N U A L E S P R C T I C O S D E L A P Y M E}\par\pard\li1080\ri0\sl-213\slmult0 \fs10\cf3\f0\charscalex100 {C M O C R E A R U N A M A R C A}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-2

  • 13\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-413\slmult0 \fs18\cf2\f0\charscalex100\b {11}\b0 \par\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft853\shptop9440\shpright1360\shpbottom9946\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2047\shpz0\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 506}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,506);(506,506);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft853\shptop8520\shpright1360\shpbottom9053\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2048\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 533}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;110;(480,66);(26,226);(0,160);(453,0);(480,66);(506,546);(26,546);(26,240);(506,240);(506,546);(480,66);(480,66);(66,213);(66,146);(26,160);(26,226);(66,213);(480,66);(480,66);(93,306);(66,240);(40,240);(53,306);(93,306);(480,66);(480,66);(133,186);(133,133);(93,133);(93,200);(133,186);(480,66);(480,66);(160,306);(133,240);(106,240);(120,306);(160,306);(480,66);(480,66);(186,160);(186,106);(160,120);(160,173);(186,160);(480,66);(480,66);(226,306);(200,240);(173,240);(186,306);(226,306);(480,66);(480,66);(253,133);(253,80);(226,93);(226,146);(253,133);(480,66);(480,66);(293,306);(280,240);(240,240);(266,306);(293,306);(480,66);(480,66);(320,120);(320,53);(293,66);(293,133);(320,120);(480,66);(480,66);(360,306);(346,240);(306,240);(333,306);(360,306);(480,66);(480,66);(386,93);(386,40);(360,40);(360,106);(386,93);(480,66);(480,66);(426,306);(413,240);(373,240);(400,306);(426,306);(480,66);(480,66);(453,66);(453,13);(413,26);(413,80);(453,66);(480,66);(480,66);(506,306);(480,240);(453,240);(466,306);(506,306);(480,66);(480,66);}}{\sp{\sn pSegmentInfo}{\sv 2;222;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;4

  • 5824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft853\shptop9226\shpright1360\shpbottom9280\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2049\shpz2\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 54}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,53);(506,53);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 13750479}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1666\shptop15573\shpright10173\shpbottom15573\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2050\shpz4\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 8507}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(8506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 3175}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn266\cols2\colno1\colw1040\colsr-0\colno2\colw10053\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\par

  • d\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li346\ri0\sl-413\slmult0 \fs20\cf2\f0\charscalex100\b {12}\b0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-506\slmult0 \fs32\cf1\f0\charscalex100\b {1.2 Estructura del manual}\b0 \par\pard\li160\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li160\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li160\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100 {El manual se estructura en varios captulos. Pretende ofrecer una aproximacin al aspecto crtico}\par\pard\li0\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {de \uc1\u8220Xcmo crear una marca poderosa\uc1\u8221X, desde lo ms general y ms bsico a lo ms especfico y}\par\pard\li0\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {concreto. De esta manera el manual se dividir en tres bloques principales:}\par\pard\li386\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li386\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X Captulos introductorios: en este bloque se pretende ofrecer una introduccin a lo que es la}\par\pard\li560\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {marca.}\par\pard\li680\ri0\sl-373\slmult0 \fs18\cf0\f0\charscalex100 {- }\fs18\cf0\f0\charscalex100\b {Introduccin al mundo de las marcas}\b0 \fs18\cf0\f0\charscalex100 {: este apartado se presenta como resumen de}\par\pard\li840\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100 {la evolucin histrica que han tenido hasta hoy las marcas, de modo que se entienda}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {cul es la situacin actual y, por lo tanto, por qu la gestin de las mismas tambin ha}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {cambiado.}\par\pard\li680\ri0\sl-346\slmult0 \fs16\cf0\f0\charscalex100 {- La marca del distribuidor: dada la importancia actual de la influencia de la marca del}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {distribuidor, se presenta un apartado especial que cubre este caso especial de tipo de }\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {marca.}\par\pard\li680\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Las marcas en la actualidad: visin de cules son las marcas que hoy en da destacan y se}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {han constituido como referentes.}\par\pard\li680\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Por qu crear una marca?: justificacin de la importancia estratgica de crear y gestionar}\par\pard\li840\ri0\sl-280\slmult0 \fs16\cf0\f0\charscalex100 {una marca como aspecto clave y esencial para la supervivencia y diferenciacin de los }\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {productos de una pyme en el mercado global.}\par\pard\li386\ri0\sl-373\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X }\fs18\cf0\f0\charscalex100\b {Captulos principales}\b0 \fs18\cf0\f0\charscalex100 {: este bloque se centra de manera integral en los pasos concretos a}\par\pard\li560\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {seguir y cada una de las acciones a llevar a cabo para construir una marca.}\par\pard\li680\ri0\sl-360\slmult0 \fs18\cf0\f0\charscalex100 {- Pasos en la construccin de marcas poderosas: este apartado cubre las etapas a llevar a}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {cabo para la creacin de una marca poderosa. Cubre 5 fases: estudio y anlisis, que marca}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {el punto de

  • partida para la creacin de una marca; el diseo, creacin de los valores,}\par\pard\li840\ri0\sl-280\slmult0 \fs16\cf0\f0\charscalex100 {atributos y conceptualizacin de la marca; la posicin, creacin del posicionamiento de }\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {la marca; construccin, creacin de la marca visualmente, nombre, colores, logo\uc1\u8230X y por}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {ltimo la implementacin, que supone el diseo y puesta en marcha de planes y acciones}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {comunicativas para la gestin de la marca.}\par\pard\li680\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Definicin de la estrategia de la marca: la importancia de definir una estrategia que se}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {siga en relacin a la marca, es fundamental y por ello en este apartado se recogen las}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {principales estrategias de marca a seguir.}\par\pard\li680\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Claves de xito y errores sobre las marcas: cules son los factores de xito de las marcas}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {y cules son los mayores errores que se cometen en torno a la creacin de una marca, son}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {los puntos que se recogen en este apartado.}\par\pard\li680\ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100 {- Registro de la marca: por qu es interesante registrar la marca, cules son los pasos a}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {seguir para realizar un registro, slo a nivel nacional o registro comunitario, costes\uc1\u8230X es lo}\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {que se explica en este apartado.}\par\pard\li386\ri0\sl-360\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X }\fs18\cf0\f0\charscalex100\b {Captulosprcticos}\b0 \fs18\cf0\f0\charscalex100 {: pretenden ofrecer una visin de todo lo anterior a travs de ejemplos de}\par\pard\li560\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {marcas reales tanto gallegas como espaolas o internacionales.}\par\pard\li680\ri0\sl-360\slmult0 \fs18\cf0\f0\charscalex100 {- Casos de xito de marcas: algunos ejemplos sobre marcas exitosas, su gestin u otros }\par\pard\li840\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {aspectos, son los que se recogen en este apartado.}\par\pard\li5173\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li5173\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li5173\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li5173\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li5173\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li5173\ri0\sl-186\slmult0 \fs12\cf3\f0\charscalex100 {M A N U A L E S P R C T I C O S D E L A P Y M E}\par\pard\li6666\ri0\sl-213\slmult0 \fs10\cf3\f0\charscalex100 {C M O C R E A R U N A M A R C A}\par\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft10546\shptop9440\shpright11053\shpbottom9946\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2051\shpz0\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 506}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,506);(506,506);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1733\shptop15573\shpright10240\shpbottom15573\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2052\shpz2\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}

  • {\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 8507}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(8506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 3175}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop8520\shpright11053\shpbottom9053\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2053\shpz4\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 533}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;110;(480,66);(26,226);(0,160);(453,0);(480,66);(506,546);(26,546);(26,240);(506,240);(506,546);(480,66);(480,66);(66,213);(66,146);(26,160);(26,226);(66,213);(480,66);(480,66);(93,306);(66,240);(40,240);(53,306);(93,306);(480,66);(480,66);(133,186);(133,133);(93,133);(93,200);(133,186);(480,66);(480,66);(160,306);(133,240);(106,240);(120,306);(160,306);(480,66);(480,66);(186,160);(186,106);(160,120);(160,173);(186,160);(480,66);(480,66);(226,306);(200,240);(173,240);(186,306);(226,306);(480,66);(480,66);(253,133);(253,80);(226,93);(226,146);(253,133);(480,66);(480,66);(293,306);(280,240);(240,240);(266,306);(293,306);(480,66);(480,66);(320,120);(320,53);(293,66);(293,133);(320,120);(480,66);(480,66);(360,306);(346,240);(306,240);(333,306);(360,306);(480,66);(480,66);(386,93);(386,40);(360,40);(360,106);(386,93);(480,66);(480,66);(426,306);(413,240);(373,240);(400,306);(426,306);(480,66);(480,66);(453,66);(453,13);(413,26);(413,80);(453,66);(480,66);(480,66);(506,306);(480,240);(453,240);(466,306);(506,306);(480,66);(480,66);}}{\sp{\sn pSegmentInfo}{\sv 2;222;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}

  • {\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9226\shpright11053\shpbottom9280\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2054\shpz5\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 54}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,53);(506,53);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 13750479}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn266\cols2\colno1\colw10040\colsr-0\colno2\colw1053\pard\li1706\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1706\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1706\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1706\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1706\ri0\sl-373\slmult0 \fs18\cf0\f0\charscalex100 {- Casos de fracaso de marcas: a travs de casos de fracaso de marcas por diferentes causas}\par\pard\li1880\ri0\sl-280\slmult0 \fs16\cf0\f0\charscalex100 {tambin se pretende dar una visin prctica y que sirva como leccin de aprendizaje en la}\par\pard\li1880\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {creacin y gestin de marcas.}\par\pard\li1706\ri0\sl-333\slmult0 \fs16\cf0\f0\charscalex100 {- Experiencia y reflexiones de expertos/as en creacin de marcas: se han seleccionado}\par\pard\li1880\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {diferentes personas expertas en creacin y gestin de marcas que puedan aportar aspectos }\par\pard\li1880\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {clave en este campo de utilidad para las pymes.}\par\pard\li1706\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Glosario de las marcas: definicin de los trminos ms importantes y necesarios en la}\par\pard\li1880\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {creacin de marcas.}\par\pard\li1706\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Referencias y recursos de inters: recogida de informacin til para profundizar en la}\par\pard\li1880\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {creacin de marcas a travs de referencias web, libros, revistas y empresas que son}\par\pard\li1880\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {especialistas en este campo.}\par\pard\li1426\ri0\sl-373\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8226X }\fs18\cf0\f0\charscalex100\b {Conclusionesycierre}\b0 \fs18\cf0\f0\charscalex100 {: por ltimo este bloque pretende recoger:}\par\pard\li1706\ri0\sl-360\slmult0 \fs18\cf0\f0\charscalex100 {- Tendencias: tendencias actuales en creacin y gestin de marcas}\par\pard\li1706\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {- Conclusiones: una visin global de qu es construir una marca poderosa desde la pyme.}\par\pard\li1200\ri0\sl-373\slmult0 \fs18\cf0\f0\charscalex100 {En resumen la estructura planteada pretende ayuda a cumplir los objetivos marcados,}\par\pard\li1026\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {constituyndose como un manual prctico adaptado a la pyme.}\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slm

  • ult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1080\ri0\sl-226\slmult0 \fs12\cf3\f0\charscalex100 {M A N U A L E S P R C T I C O S D E L A P Y M E}\par\pard\li1080\ri0\sl-213\slmult0 \fs10\cf3\f0\charscalex100 {C M O C R E A R U N A M A R C A}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-413\slmult0 \fs20\cf2\f0\charscalex100\b {13}\b0 \par\pard\sect\sectd\sbkpage\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft8293\shptop10506\shpright12226\shpbottom10893\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2055\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 3933}}{\sp{\sn geoBottom}{\sv 387}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,386);(3933,386);(3933,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}

  • {\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft8293\shptop10506\shpright12226\shpbottom10893\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2056\shpz2\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 3933}}{\sp{\sn geoBottom}{\sv 387}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,386);(3933,386);(3933,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 0}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 484531}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\pgwsxn11893\pghsxn16826\marglsxn666\margrsxn133\margtsxn666\margbsxn666\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-733\slmult0 \fs50\cf1\f0\charscalex100\b {2. La marca: concepto}\b0 \par\pard\li3240\ri0\sl-560\slmult0 \fs50\cf1\f0\charscalex100\b {y evolucin}\b0 \par\pard\sect\sectd\sbkpage\pard\sect\sectd\sbkpage{\shp{\*\shpinst\shpleft1706\shptop-226\shpright2560\shpbottom2360\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2057\shpz0\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 854}}{\sp{\sn geoBottom}{\sv 2586}}

  • {\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,2600);(866,2600);(866,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9440\shpright11053\shpbottom9946\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2058\shpz1\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}{\sp{\sn geoBottom}{\sv 506}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,506);(506,506);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 484531}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1733\shptop15573\shpright10240\shpbottom15573\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2059\shpz3\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 8507}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;2;(8506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;5;16384;45824;1;45824;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 0}}{\sp{\sn lineWidth}{\sv 3175}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineDashing}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 10460572}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft10546\shptop9226\shpright11053\shpbottom9280\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2060\shpz5\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 507}}

  • {\sp{\sn geoBottom}{\sv 54}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,53);(506,53);(506,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 13750479}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1826\shptop1013\shpright2453\shpbottom1560\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2061\shpz6\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 627}}{\sp{\sn geoBottom}{\sv 547}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;518;(93,546);(66,546);(0,66);(13,0);(26,66);(40,106);(40,106);(53,93);(53,93);(66,93);(66,80);(80,80);(80,80);(93,80);(93,80);(106,66);(106,66);(120,66);(120,66);(133,66);(133,66);(146,66);(146,66);(160,66);(160,66);(173,66);(173,66);(173,66);(186,66);(186,66);(186,66);(200,66);(200,66);(200,66);(213,66);(213,66);(213,66);(226,66);(226,66);(226,66);(240,80);(240,80);(240,80);(240,80);(253,80);(253,80);(253,80);(253,93);(253,93);(266,93);(266,93);(266,93);(266,106);(266,106);(266,106);(280,106);(280,106);(280,120);(280,120);(280,120);(280,120);(280,133);(280,133);(280,133);(280,133);(280,146);(280,146);(280,146);(280,146);(280,146);(280,146);(280,146);(280,146);(280,146);(280,160);(280,160);(280,160);(280,160);(280,160);(280,160);(280,160);(280,160);(280,173);(280,173);(280,173);(280,173);(266,213);(280,226);(293,226);(293,226);(306,240);(320,240);(320,253);(333,253);(346,253);(360,266);(360,266);(373,266);(386,266);(400,266);(413,280);(426,280);(440,280);(440,280);(453,280);(466,280);(480,280);(493,280);(493,280);(506,280);(520,280);(520,280);(533,280);(533,280);(546,280);(546,266);(560,266);(560,266);(573,266);(573,266);(586,266);(586,253);(600,253);(600,253);(613,253);(613,240);(626,240);(613,253);(613,253);(600,266);(600,280);(586,280);(586,293);(573,306);(560,306);(560,320);(546,320);(546,333);(533,333);(520,346);(520,346);(506,360);(506,360);(493,360);(480,373);(480,373);(466,386);(453,386);(453,386);(440,400);(426,400);(426,400);(413,400);(400,413);(386,413);(386,413);(373,413);(360,426);(346,426);(346,426);(333,426);(320,426);(306,426);(306,426);(293,426);(280,426);(266,426);(266,426);(266,426);(253,426);(253,426);(253,426);(240,426);(240,426);(240,426);(226,426);(226,426);(226,426);(226,426);(213,426);(213,426);(213,426);(213,426);(200,426);(200,413);(200,413);(200,413);(186,413);(186,413);(186,413);(186,413);(186,413);(186,413);(173,413);(173,400);(173,400);(173,400);(173,400);(173,400);(173,400);(173,400);(173,400);(173,386);(173,386);(173,386);(173,386);(173,386);(186,266);(173,266);(173,266);(173,266);(160,266);(160,266);(146,266);(146,266);(133,280);(133,280);(120,280);(120,280);(106,280);(106,293);(93,293);(93,293);(93,293);(80,306);(80,306);(66,306);(66,320);(93,546);(66,280);(66,280);(66,266);(80,266);(80,266);(93,266);(93,253);(106,253);(106,253);(120,253);(120,240);(133,240);(133,240);(146,240);(146,240);(160,240);(160,240);(160,240);(173,240);(173,240);(186,240);(186,240);(186,240);(200,240);(200,240);(200,240);(213,240);(213,240);(213,240);(213,240);(226,240);(226,240);(226,240);(226,240);(226,240);(240,240);(240,240);(240,253);(240,253);(240,253);(253,253);(253,186);(253,186);(253,186);(266,186);(266,186);(266,186);(266,186);(266,173);(266,173);(266,173);(266,173);(266,173);(266,173);(266,173);(266,173);(266,160);(266,160);(266,160);(266,160);(266,160);(266,160);(266,160);(266,160);(266,146);(266,146);(266,146);(266,146);(253,146);(253,133);(253,133);(253,133);(253,133);(253,133);(253,120);(253,120);(253,120);(240,120);(240,120);(240,120)

  • ;(240,120);(240,106);(226,106);(226,106);(226,106);(226,106);(226,106);(213,106);(213,106);(213,106);(213,93);(200,93);(200,93);(200,93);(200,93);(186,93);(186,93);(186,93);(173,93);(173,93);(173,93);(160,93);(160,93);(160,93);(146,93);(146,93);(133,93);(133,93);(133,93);(120,106);(120,106);(106,106);(106,106);(93,106);(93,106);(80,120);(80,120);(66,120);(66,120);(53,133);(53,133);(40,133);(66,280);(93,546);(93,546);(266,253);(253,306);(253,320);(253,320);(253,320);(253,320);(253,320);(240,320);(240,320);(240,320);(240,333);(240,333);(240,333);(240,333);(226,333);(226,333);(226,333);(226,333);(226,346);(213,346);(213,346);(213,346);(213,346);(213,346);(213,346);(213,346);(213,346);(213,346);(213,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,346);(200,360);(200,360);(200,360);(200,360);(200,360);(200,360);(200,360);(200,360);(200,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,360);(186,373);(186,373);(186,373);(200,373);(200,373);(200,373);(200,373);(200,373);(200,373);(200,373);(200,386);(200,386);(200,386);(200,386);(200,386);(200,386);(213,386);(213,386);(213,386);(213,386);(213,386);(213,386);(213,386);(226,386);(226,386);(226,386);(226,400);(226,400);(240,400);(240,400);(240,400);(240,400);(240,400);(253,400);(253,400);(253,400);(253,400);(266,400);(266,400);(280,400);(293,400);(306,400);(320,386);(333,386);(346,386);(360,386);(373,386);(386,373);(400,373);(413,373);(426,360);(440,360);(453,360);(453,346);(466,346);(480,333);(493,333);(506,320);(506,306);(506,306);(506,306);(506,306);(506,320);(506,320);(493,320);(493,320);(493,320);(493,320);(493,320);(493,320);(493,320);(480,320);(480,320);(480,320);(480,320);(480,320);(480,320);(480,320);(480,320);(466,320);(453,320);(440,306);(426,306);(413,306);(400,306);(386,306);(386,306);(373,306);(360,293);(346,293);(333,293);(333,280);(320,280);(306,280);(293,266);(293,266);(280,266);(266,253);(266,253);(93,546);(93,546);}}{\sp{\sn pSegmentInfo}{\sv 2;1038;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;1;45824;


Minesight Como crear mapas geologicos

Minesight Como crear mapas geologicos

Como crear un Time Rime

Como crear un Time Rime

Como crear un blog SlideShare

Como crear un blog SlideShare

Como crear una cuenta en gmail

Como crear una cuenta en gmail

Como crear una enpresa

Como crear una enpresa

como crear un dron

como crear un dron

Como crear mapas mentales

Como crear mapas mentales

Como crear un OVA

Como crear un OVA

Como crear un blog en worpress

Como crear un blog en worpress

Como Crear Una Intranet -Linux

Como Crear Una Intranet -Linux

Como crear Emails que se abran

Como crear Emails que se abran

Buzan tony-como-crear-mapas-mentales1

Buzan tony-como-crear-mapas-mentales1

Como Crear Paginas Web

Como Crear Paginas Web

Como crear anuncios impactantes en ai.

Como crear anuncios impactantes en ai.

Tutorial Como crear un blog

Tutorial Como crear un blog

Como Crear Portables

Como Crear Portables

Como crear una webquesth

Como crear una webquesth

Como crear un psd blog

Como crear un psd blog

Como crear mapas mentales. Buzan Tony

Como crear mapas mentales. Buzan Tony

Como crear un blog en wordpres

Como crear un blog en wordpres