RESUMENEste artículo presenta una refl exión acerca de tres modelos contemporáneos para la creación de marcas poderosas, con sus pro y contras. Estos modelos datan de 1997 a la fecha, iniciando con Personalidad de marca de Jennifer Aaker, el cual es retomado y ampliado por Rohit Bhargava en 2009, entregando un variado conjunto de técnicas, herramientas y guías para su implementación pero bajo la misma consigna de humanizar las marcas para hacerlas singulares, auténticas y comunicables. Luego se expone el modelo de Kevin Roberts llamado Lovemarks, quien en 2005 revoluciona la forma de construir y gestionar marcas poderosas a través del marketing emocional y los atributos de misterio, sensualidad e intimidad, como la fórmula indispensable para crear marcas para amar. Finalmente se presenta el modelo de David Aaker y Erich Joachimsthaler, quienes en 2006 imponen el Liderazgo de marca como el modelo que vincula las estrategias de marcas con la organización en su totalidad, asegurando impacto en los clientes a través de la elaboración de la identidad de la marca. Palabras clave: Marketing, Marca, Branding, Personalidad de marca, Lovemarks, Liderazgo de marca. ABSTRACTThis article presents an insight based on three contemporary models for creating powerful brands, with their pros and cons. These models dates from 1997 to date, starting with Brand personality by Jennifer Aaker, which is taken up and expanded by Rohit Bhargava in 2009, delivering a rich set of techniques, tools and guidelines for the implementation of J. Aaker approachment: humanize brands to make them unique, authentic and communicable. Then Kevin Robert´s model, named Lovemarks, is presented. In 2005, he revolutionized the way marketers build and manage powerful brands through emotional marketing and attributes such as mystery, sensuality and intimacy, as the unique formula to create brands to love. Finally, it is presented David Aaker and Erich Joachimsthaler´s model from 2006, named Brand leadership. This model links brand strategies with the organization as a whole, ensuring impact on customers through the development of the brand´s identity.

This article presents the results of a socio-economic study conducted on students of the Program of Industrial Engineering at Universidad Libre Seccional Barranquilla during the academic period 2012-2, as part of the selfassessment process of the Program in order to obtain the renewal of its Qualifi ed Registry to the National Education Ministry (MEN, acronym in Spanish). Descriptive applied research and a deductive method were used in this study. Desk research through internal secondary data collection from Unilibrista Information System (SIUL, acronym in Spanish), and external secondary data collection from important sources such as the National System of Higher Education (SNIES, acronym in Spanish), the System for Dropout Prevention in Higher Education Institutions (SPADIES, acronym in Spanish) and some public-private entities which provide information about national, regional and local socio-economic issues and demographics. Additionally, depth interviews to the Faculty Board of Directors were performed, as well as self-conducted surveys with structured questionnaires to the Industrial Engineering students enrolled in 2012-2. The survey covered 90,8 % of the target population. Thus, the data analysis, interpretation of the results and discussion is presented. Finally, fi ndings and recommendations are delivered in order to provide the updated student profi le, which may help the Program to formulate strategies in the Institutional Improvement Comprenhensive Plan (PIDI, acronym in Spanish) and therefore in its Annual Action Plan, which may foster the welfare of their students, their remaining academic excellence and future positive impact on society.