Resumen

LUCERO, Paola Isabel. El Sistema de Gestión de Marca en el Sector del Ocio y La Ventaja Competitiva Caso de Estudio: Club Amnesia (Ibiza - España). Investigación y Negocios [online]. 2017, vol.10, n.15, pp.171-185. ISSN 2521-2737.

The brand management in service small and medium companies (SMEs) is an emerging issue in the academic literature, although still untouched in its application to the leisure/tourism industry, a sector of significant importance to the Spanish economy. In this area, the purpose of this research is conduct an exploratory study to learn how brand management in the leisure sector SMEs relates to competitive advantage. Specifically, this study explores the impact of Brand Management System (BMS) in creating a strong brand and its relationship with competitive advantage in the leisure sector. The research method adopted for this qualitative paper is the study of cases, being treated a particular case of a service medium enterprise belonging the leisure industry of the island of Ibiza (singular case). The research techniques used were in-depth interviews and reviewofdocuments. The principal results showthat Brand Management System contributes directly to the creation of a strong brand in the small and medium companies in the leisure sector, and this in turn could generate competitive advantage. Results should be expanded and confirmed with other small and medium enterprises in the leisure industry for generalization. The SMEs managers should be aware of the scope and importance of a strong brand, so they must be able to perform an efficient brand management.

Palabras clave : Brand Management System; competitive advantage; service SMEs; leisure industry.

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