{"id":3107,"date":"2023-08-09T19:03:49","date_gmt":"2023-08-09T17:03:49","guid":{"rendered":"https:\/\/marcopontes.es\/zero-waste-path-creating-a-sustainable-culture-copy-copy-copy-copy-copy\/"},"modified":"2026-04-24T11:30:40","modified_gmt":"2026-04-24T09:30:40","slug":"historia-de-las-marcas-kelme","status":"publish","type":"post","link":"https:\/\/marcopontes.es\/en\/historia-de-las-marcas-kelme\/","title":{"rendered":"Brand History: Kelme (4\/5)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3107\" class=\"elementor elementor-3107\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-91130af e-flex e-con-boxed e-con e-parent\" data-id=\"91130af\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c33d96d e-flex e-con-boxed e-con e-child\" data-id=\"c33d96d\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-390d6d6 elementor-widget elementor-widget-heading\" data-id=\"390d6d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h1 class=\"elementor-heading-title elementor-size-default\">Historia de la marcas: <br>Kelme (4\/5)<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-99ed5e7 e-flex e-con-boxed e-con e-parent\" data-id=\"99ed5e7\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ed94a8 elementor-align-center elementor-widget elementor-widget-post-info\" data-id=\"3ed94a8\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\"><link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-theme-elements.min.css\">\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-85b4cae elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/author\/marco87granada\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" class=\"elementor-avatar\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2026\/04\/Marco-Pontes-2-150x150.png\" alt=\"Marco Pontes\">\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tMarco Pontes\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-0998f66 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/en\/2023\/08\/09\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t09, Aug, 2023\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d7afef2 e-flex e-con-boxed e-con e-parent\" data-id=\"d7afef2\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a916023 e-flex e-con-boxed e-con e-child\" data-id=\"a916023\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0cccf05 elementor-widget elementor-widget-image\" data-id=\"0cccf05\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"535\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-kelme.webp\" class=\"attachment-large size-large wp-image-2545\" alt=\"cover para el art\u00edculo de kelme\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-kelme.webp 820w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-kelme-300x200.webp 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-kelme-768x513.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b420d elementor-widget elementor-widget-text-editor\" data-id=\"c8b420d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h4 id=\"ember41\" class=\"ember-view reader-content-blocks__paragraph\"><strong>CONTENIDO &#8211; KELME<br \/><\/strong><\/h4><p id=\"ember42\" class=\"ember-view reader-content-blocks__paragraph\"><em>Kelme<\/em>. Viajaremos a lo largo de la historia de las cinco <span style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/marcopontes.es\/lab\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">marcas<\/span><\/a> <\/span>objeto de an\u00e1lisis desde sus inicios hasta la actualidad. Desde la <strong>creaci\u00f3n <\/strong>de cada una de ellas, pasando por su <strong>evoluci\u00f3n<\/strong>, <strong>problemas <\/strong>de gesti\u00f3n de la marca, casos publicitarios de <strong>\u00e9xito<\/strong>, estrategias de <strong>marketing <\/strong>hasta el <strong>declive <\/strong>o mal uso de la pol\u00edtica en alguna de ellas. Tambi\u00e9n se plantea c\u00f3mo ha ido evolucionando el punto de vista del consumidor respecto de la marca. A lo largo de las d\u00e9cadas, este ha pasado a ser el protagonista mientras que el producto en s\u00ed, ha pasado a un segundo plano.<\/p><p>\u00a0<\/p><h4><strong>KELME<\/strong><\/h4><h3 id=\"ember44\" class=\"ember-view\"><strong>Historia<\/strong><\/h3><p id=\"ember45\" class=\"ember-view reader-content-blocks__paragraph\">Alicante, Espa\u00f1a<\/p><h5>Inicios<\/h5><p id=\"ember46\" class=\"ember-view reader-content-blocks__paragraph\">En 1977, los hermanos Diego Quiles y Jos\u00e9 Quiles que se dedicaban al calzado y complementos deportivos, se hicieron con la <span style=\"color: #ffffff;\"><a style=\"color: #ffffff;\" href=\"https:\/\/kelme.com\/es\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">empresa<\/span> <\/a><\/span>de calzado Francisco Riquelme, de ah\u00ed el nombre de la marca KELME. Por entonces la competencia deportiva era Paredes, aparentemente no supon\u00eda una amenaza ya que la proyecci\u00f3n de marca estaba ya en marcha y no pod\u00eda parar. En 1979 lanzar\u00eda su primer spot publicitario.<\/p><p>\u00a0<\/p><h5 id=\"ember47\" class=\"ember-view reader-content-blocks__paragraph\">Los a\u00f1os 80<\/h5><h6>Primeros pasos como marca<\/h6><p id=\"ember48\" class=\"ember-view reader-content-blocks__paragraph\">En 1980 la peque\u00f1a empresa se abr\u00eda al mercado exterior. Tambi\u00e9n creo el equipo de ciclismo profesional Kelme con mucho reconocimiento a d\u00eda de hoy y con gran proyecci\u00f3n en la \u00e9poca.<\/p><div class=\"reader-image-block reader-image-block--resize\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-4257\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Parra-Pinto-Fabio-211x300.jpg\" alt=\"Fabio Pinto Parra\" width=\"211\" height=\"300\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Parra-Pinto-Fabio-211x300.jpg 211w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Parra-Pinto-Fabio.jpg 450w\" sizes=\"(max-width: 211px) 100vw, 211px\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">T\u00edtulo: La marca a batir. A\u00f1o: 1980. Autor: Kelme. Fuente:http:\/\/www.sitiodeciclismo.net\/<\/span><br \/><span style=\"color: #ffffff;\">tour\/coureurfiche.php?coureurid=3310<\/span><\/figcaption><\/figure><\/div><p id=\"ember50\" class=\"ember-view reader-content-blocks__paragraph\">Ese mismo a\u00f1o inauguraron sus propias instalaciones deportivas poni\u00e9ndolas al servicio de la ciudad y una sede social. Proyecto que iba m\u00e1s all\u00e1 de lo comercial, y que para entonces era algo muy at\u00edpico. Trabajaban con calzado de tiempo libre y deportivo, por lo que en el a\u00f1o 1982 aprovechar\u00edan el tir\u00f3n de la copa del mundo de futbol. Ese sin duda fue el mejor momento de la marca.<\/p><h6>Textil, zapatillas y atletismo<\/h6><p class=\"ember-view reader-content-blocks__paragraph\">Ya en 1983 se lanza al mercado textil y empieza coquetear con otros tipos de productos. Crean un equipo de atletismo profesional y abren f\u00e1bricas en Rusia con el consecuente de patrocinar el equipo ruso en los juegos ol\u00edmpicos. En 1987 empezar\u00edan a apostar por la publicidad as\u00ed que fichan al jugador de baloncesto Villacampa y el jugador de futbol Michel, para que sean su imagen. El a\u00f1o pr\u00f3ximo har\u00edan lo mismo con Conchita Mart\u00ednez, campeona tenista y Zubizarreta, portero internacional de futbol.<\/p><p>\u00a0<\/p><h5 id=\"ember51\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Los a\u00f1os 90<\/strong><\/h5><p id=\"ember52\" class=\"ember-view reader-content-blocks__paragraph\">Relucieron en gran parte al \u00e9xito de patrocinar a Said Auita, que bat\u00eda records, ganaba t\u00edtulos y dominaba diversas distancias. Sin duda, fue una apuesta segura para la \u00e9poca. En 1992 con motivo de los juegos ol\u00edmpicos de Barcelona Kelme ya estaba en las prendas de todas las disciplinas, algo que no gust\u00f3 a otras marcas que ten\u00edan contratos con otros deportistas. Kelme segu\u00eda conquistando horizontes y expandi\u00e9ndose cada vez m\u00e1s.<\/p><h6>El auge de Kelme<\/h6><p class=\"ember-view reader-content-blocks__paragraph\">Sus \u00e9xitos con sus contratos, sus proyectos sociales y sus innovaciones en productos la hac\u00edan imparable por entonces. Esl\u00f3ganes con gancho como \u201cNunca te rindas\u201d o \u201cLos mejores llevan las de ganar\u201d marcaban la diferencia respecto a estrategias de marketing de otros competidores.<\/p><div class=\"reader-image-block reader-image-block--full-width\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4D12AQEMqbam-bLnbg\/article-inline_image-shrink_1000_1488\/article-inline_image-shrink_1000_1488\/0\/1690449522627?e=2147483647&amp;v=beta&amp;t=4mXEhxSsQST4VjlpcvnSkBuYLl-4VBQyzDA7c9rGWfI\" alt=\"Historia de la marcas: Kelme (4\/5)\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">T\u00edtulo: La marca a batir. A\u00f1o: 1992. Autor: Kelme. Fuente: &lt;https:\/\/suelasdegoma.fm\/kelme-y-las-villacampa\/&gt;<\/span><\/figcaption><\/figure><\/div><p id=\"ember54\" class=\"ember-view reader-content-blocks__paragraph\">Entro de lleno en el mundo del futbol patrocinando a centenares de equipos y llegando a firmar con el Real Madrid desde 1994 a 1998. A\u00f1o en el que cambiaron el logo de la garra por una impersonal K. Tambi\u00e9n lleg\u00f3 a patrocinar el concurso de televisi\u00f3n de TVE \u00bfQu\u00e9 apostamos? De 1995 a 1998 aprovechando el boom de la publicidad y el crecimiento del marketing en Espa\u00f1a.<\/p><p>\u00a0<\/p><h5 id=\"ember55\" class=\"ember-view reader-content-blocks__paragraph\">A\u00f1o 2000 &#8211; actualidad<\/h5><p id=\"ember56\" class=\"ember-view reader-content-blocks__paragraph\">En 2002 Kelme se declara en quiebra y la Generalitat de Valencia tiene que rescatar la firma con deudas millonarias. \u00bfQu\u00e9 hab\u00eda ocurrido si todo iba tan bien?. Cambios estructurales en la din\u00e1mica de la industria de productos deportivos, novedosas t\u00e9cnicas de marketing global masivo por las marcas m\u00e1s poderosas provocaron que tendr\u00edan que reinventarse o desaparecer.<\/p><p>\u00a0<\/p><h5>Antiguo logo y nuevos due\u00f1os<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">Ya en 2004 se recupera la garra de nuevo como logo y en 2007 cierran algunos acuerdos con los Estados Unidos. 2008 fue un a\u00f1o de transici\u00f3n para la marca ya cambios en la direcci\u00f3n, descenso del volumen de ventas, etc. En 2014 Yuanxiang uno de los socios, se hizo con due\u00f1o de los derechos de la marca en China. Cuatro a\u00f1os despu\u00e9s y hasta la actualidad este grupo de origen asi\u00e1tico posee el 80% de la compa\u00f1\u00eda.<\/p><p id=\"ember57\" class=\"ember-view reader-content-blocks__paragraph\">En el caso de Kelme, una no muy acertada gesti\u00f3n de la publicidad y el marketing a tiempo les hizo caer estrepitosamente sin margen tiempo para reaccionar. Esto dice mucho de la importancia, y m\u00e1s a d\u00eda de hoy, del planteamiento y la implementaci\u00f3n de una buena estrategia para hacer frente a los cambios con el tiempo y la adaptaci\u00f3n a ellos.<\/p><p class=\"ember-view reader-content-blocks__paragraph\">Ya no se mira tanto por el producto como anta\u00f1o, la sociedad y el usuario consumidor ha cambiado, ha evolucionado y ya no quiere una simple zapatilla o camiseta con un logo, quiere identificarse con la marca, sus valores, su misi\u00f3n, con que hay detr\u00e1s de todo lo que est\u00e1n haciendo y es m\u00e1s, el por qu\u00e9 lo est\u00e1 haciendo.<\/p><p>\u00a0<\/p><h3>An\u00e1lisis semi\u00f3tico<\/h3><p id=\"ember59\" class=\"ember-view reader-content-blocks__paragraph\">KELME<\/p><div class=\"reader-image-block reader-image-block--resize\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><figure id=\"attachment_5216\" aria-describedby=\"caption-attachment-5216\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-5216\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Kelme-logo-300x133.png\" alt=\"Logo oficial de Kelme en color negro con icono de huella.\" width=\"300\" height=\"133\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Kelme-logo-300x133.png 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Kelme-logo-18x8.png 18w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/Kelme-logo.png 469w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-5216\" class=\"wp-caption-text\"><span style=\"color: #ffffff;\">Logotipo de la marca deportiva espa\u00f1ola Kelme, que muestra la tipograf\u00eda caracter\u00edstica en negrita seguida de su ic\u00f3nico s\u00edmbolo de una huella de garra a la derecha.<\/span><\/figcaption><\/figure><\/div><\/div><\/figure><\/div><p id=\"ember62\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Identidad visual:<\/strong><\/p><p id=\"ember63\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Composici\u00f3n: Tipograf\u00eda y s\u00edmbolo.<\/p><p id=\"ember64\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Forma: Curvil\u00ednea y s\u00edmbolo de animal.<\/p><p id=\"ember65\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Color: Negro, transmite sobriedad, garra, fuerza.<\/p><p id=\"ember66\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Tipograf\u00eda: \u00bfGroungerocker Modified?<\/p><p id=\"ember67\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Posibles relaciones entre la forma y el significado:<\/p><p id=\"ember68\" class=\"ember-view reader-content-blocks__paragraph\">La garra o huella de animal es muy significativa a la hora de arrojar su simbolog\u00eda. Representa el ultimo empuj\u00f3n antes de alcanzar la meta, el coraje de llegar a la meta cueste lo cueste.<\/p><p>\u00a0<\/p><p id=\"ember69\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Imaginario de marca:<\/strong><\/p><p id=\"ember70\" class=\"ember-view reader-content-blocks__paragraph\">S\u00edmbolo de valor y coraje y superaci\u00f3n en el deporte.<\/p><p id=\"ember71\" class=\"ember-view reader-content-blocks__paragraph\">-Valores que la marca transmite<\/p><p id=\"ember72\" class=\"ember-view reader-content-blocks__paragraph\">Actitud y personalidad para superarse a s\u00ed mismo.<\/p><p id=\"ember73\" class=\"ember-view reader-content-blocks__paragraph\"><strong>\u00bfGenera experiencias relevantes?<\/strong><\/p><p id=\"ember74\" class=\"ember-view reader-content-blocks__paragraph\">Respecto a las dem\u00e1s marcas en cuesti\u00f3n no tiene tanta comunidad ni sigue grandes corrientes de seguidores pero desde sus inicios apoyaba y contribu\u00eda a la causa social por el deporte.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9640dd1 e-flex e-con-boxed e-con e-parent\" data-id=\"9640dd1\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1fc2c47 e-flex e-con-boxed e-con e-child\" data-id=\"1fc2c47\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d9cbef4 elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" 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.elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 126 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpath d=&#039;M3,10.2c2.6,0,2.6,2,2.6,3.2S4.4,16.5,3,16.5s-3-1.4-3-3.2S0.4,10.2,3,10.2z M18.8,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.2-1.4-3.2-3.2S17,10.2,18.8,10.2z M34.6,10.2c1.5,0,2.6,1.4,2.6,3.2s-0.5,3.2-1.9,3.2c-1.5,0-3.4-1.4-3.4-3.2S33.1,10.2,34.6,10.2z M50.5,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.3-0.9-3.3-2.6S48.7,10.2,50.5,10.2z M66.2,10.2c1.5,0,3.4,1.4,3.4,3.2s-1.9,3.2-3.4,3.2c-1.5,0-2.6-0.4-2.6-2.1S64.8,10.2,66.2,10.2z M82.2,10.2c1.7,0.8,2.6,1.4,2.6,3.2s-0.1,3.2-1.6,3.2c-1.5,0-3.7-1.4-3.7-3.2S80.5,9.4,82.2,10.2zM98.6,10.2c1.5,0,2.6,0.4,2.6,2.1s-1.2,4.2-2.6,4.2c-1.5,0-3.7-0.4-3.7-2.1S97.1,10.2,98.6,10.2z M113.4,10.2c1.2,0,2.2,0.9,2.2,3.2s-0.1,3.2-1.3,3.2s-3.1-1.4-3.1-3.2S112.2,10.2,113.4,10.2z&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa6deea elementor-widget elementor-widget-text-editor\" data-id=\"aa6deea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 id=\"ember1022\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Fuentes:<\/strong><\/h5><p id=\"ember77\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Rodr\u00edguez Hern\u00e1ndez, S<\/strong>. (2020): Historia de la marca, apuntes de la UOC.<\/p><p id=\"ember78\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Klein, N.<\/strong> (2000): \u00abEl nuevo mundo de las marcas\u00bb. No logo: el poder de las marcas (p. 31-54).<\/p><p id=\"ember79\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Klein, N<\/strong>. (2000): \u00abLas marcas se expanden\u00bb. Klein, N. No logo: el poder de las marcas (p. 55-92).<\/p><p id=\"ember80\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Stalman, A<\/strong>. (2000). \u201cBrand off on: El branding del futuro (p. 48-58). Gesti\u00f3n 2000.<\/p><p id=\"ember81\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Kelme<\/strong>: &lt; https:\/\/www.kelme.com\/es\/ &gt;<\/p><p id=\"ember82\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Branzai<\/strong>: &lt; http:\/\/www.branzai.com\/2012\/07\/kelmeuna-marca-sin-garra.html &gt;<\/p><p id=\"ember83\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Suelas de goma<\/strong>: &lt; https:\/\/suelasdegoma.fm\/kelme-y-las-villacampa\/ &gt;<\/p><p id=\"ember84\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Fashionunidted<\/strong>: &lt; https:\/\/fashionunited.es\/noticias\/empresas\/el-socio-chino-de-kelme-adquiere-el-80-por-ciento-de-la-compania\/2019032729887 &gt;<\/p><p id=\"ember85\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Arte y sport<\/strong>: &lt; http:\/\/arteysport.blogspot.com\/<\/p><p class=\"ember-view reader-content-blocks__paragraph\">2007\/12\/las-otras-marcas-kelme.html &gt;<\/p><p id=\"ember86\" class=\"ember-view reader-content-blocks__paragraph\"><strong>La provincia:<\/strong> &lt; https:\/\/www.lasprovincias.es\/valencia\/prensa\/<\/p><p class=\"ember-view reader-content-blocks__paragraph\">20070619\/economia\/fundadores-kelme-pactan-consell_20070619.html &gt;<\/p><p id=\"ember87\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Wikipedia<\/strong>: &lt; https:\/\/es.wikipedia.org\/wiki\/Kelme &gt;<\/p><p id=\"ember88\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Youtube<\/strong>: &lt; https:\/\/www.youtube.com\/channel\/<\/p><p class=\"ember-view reader-content-blocks__paragraph\">UCDSpJzynEqDt3C4axwMZiGw &gt;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-97647cd elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"97647cd\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; 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KELME Kelme. Viajaremos a lo largo de la historia de las cinco marcas objeto de an\u00e1lisis desde sus inicios hasta la actualidad. Desde la creaci\u00f3n de cada una de ellas, pasando por su evoluci\u00f3n, problemas de gesti\u00f3n de la marca, casos publicitarios de \u00e9xito, estrategias de marketing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2545,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Historia de la marcas: Kelme (4\/5)<\/title>\n<meta name=\"description\" content=\"Art\u00edculo de la evoluci\u00f3n hist\u00f3rica de Kelme, para conocer su trayectoria desde sus inicios hasta d\u00eda de hoy. 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