Marketing, greenwashing and their influence in Brand Equity: Case of study: Colombia

Abstract

This article has two general objectives: analyze the visual identity, through the last logo of the Colombian Oil Company Ecopetrol S.A. and, establish the impact on the perception of the consumer, its acceptance and recognition of its activities, emphasizing the «branding» and its influence on the brand. Designing a qualitative and quantitative research, based on the conceptual frameworks of corporate marketing, greenwashing and deceptive persuasion. This allowed to establish that, from the advertising, communicative and economic points of view, the logo was a success, as well as in terms of «branding» and brand value, as it was persuasive and convincing.