Approximation of the brand value of the firm Café Galavis

Abstract

Café Galavis is one of the most traditional brands in the city of Cúcuta, Colombia with 100 years of experience producing and marketing roasted and ground coffee. The aim of the article is to make an approximation of the value of the brand at the regional level, an approach of the most relevant authors in the aspects of the construct. Finally, the analysis of the results obtained shows that the brand value presents some differences in its composition.