Marketing mix evolution and the value creation of the brand in the saving and credit cooperatives

Abstract

Introduction. Nowadays, the world keeps in constant evolution and for that reason the markets are increasingly competitive. In this case, the savings and credit cooperatives have had a great increase and have adapted to the modern technologies, to give a better service to the stakeholders. In this context, all the cooperatives should apply marketing strategies to grow, innovate, compete, and improve. This research aims to conduct an extensive bibliographic analysis of the mix marketing evolution and the creation of value according to Aaker. Objective. To analyze how the variables or dimensions of the 4Es of marketing and the Brand Equity model can work simultaneously to generate a brand value. Methodology. A qualitative and descriptive research of the 4Es of marketing and Brand Equity model was done, to explain the definitions of the variables and how it can work to get big results in the COAC. For that reason, an inductive analysis was made through and observation guide, approved by experts. Results. It was determined that the variables of experience, exchange, everyplace, evangelism, loyalty, notoriety, perceived quality, and brand association can be combined to generate strategy for the benefit of the cooperatives sector and its stakeholders. Conclusions. the savings and credit cooperatives can generate strategies combining those variables to create brand value and build loyalty.