Examinando por Materia "Brand equity"
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Ítem Construcción de la estrategia de marca para la empresa Salud Natural S.A.S.(Universidad EAFIT, 2018) Franco Chaves, Linda Carolina; Saldarriaga Sierra, Adriana Marcela; Uribe de Correa, Beatriz AmparoDistribuidora Salud Natural its a company located in the city of Medellín -- It has been in the natural industry for more than ten years -- Even thought the company´s sales has grown in the past five years, in the last six months there has been a clear decreasement in the market quote, and for that a desaceleration in its growth -- Today, we see a strong growth in the direct competitors, due to the big success of the fitness and health tendency in Colombia -- For those reasons, Salud Natural is reaching for a better quote in the natural products market throught a proper market strategy that will guide the company to identify its esence, the brand equity, and the benefits to the elements that make the brand different -- Thats the reason why a market research has been made, in order to know the consumer and his behavior -- In the research they could find the necesary information for the construction of a market strategy that will adapt to the company throught the identification of the brand equity context and then its development in order to have the proper information to propouse strategies that will be helpful the company and also no enhanse the brand equity of the company and reach brand positioning in the natural products marketÍtem Creación de una estrategia de extensión de línea como apalancamiento estratégico de la marca El Castillo(Universidad EAFIT, 2024) Urrea Parra, María Alejandra; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaIn 2019, El Castillo brand was created by Distribuidoras Imperial and El Castillo; it is currently known in the antioquian market for the commercialization of food products, toiletries and personal care products. To enhance the growth of the brand and consolidate its position in the market, an extension of the line of grains is intended, incorporating beans and lentils, through a strategic leverage; this, in favor of the constant growth in the market and its future projection. With this in mind, the aim was to build a line extension leverage strategy to boost Distribuidora Imperial's growth and increase its market share in the grain market; to achieve this objective, a mixed methodology was established through which a complete overview of production, consumption and related trends was obtained, and which also provided relevant information from the consumers of the brand and the products of interest. With the information obtained, a value proposition was defined to respond to consumer needs and expectations, and a general strategy was established for the distribution of the new product. This analysis has suggested a suitable environment to carry out the line extension in response to the current demand for the products and the image that consumers have of the brand, since they highlight that, due to its added value, the current proposal is feasible.Ítem La salsa y los factores que influyen en la experiencia de marca: Medellín en su salsa, caso de estudio: Bar Son Havana(Universidad EAFIT, 2018) Rodríguez Aponte, Nathalia; Muñoz Molina, Yaromir; Saldarriaga Sierra, Adriana MarcelaThe main objective of this research is to identify the factors that influence the brand experience of consumers at Bar Son Havana in the city of Medellin -- For this, the application of different models proposed by authors such as Aaker, Costa, Kotler and Keller, Keller, and Jung, among others, was taken into account, which helped to find the variables that customers value in the bar and the aspects that determine the meaning and significance of the experience. The methodology used is qualitative, and semi structured interviews and participatory observation were used as tools -- In the same way, this information was triangulated with bibliographic references and with deepening studies related to this topic -- As a result, it was found that the market and the ecosystem are influenced by aspects of brand identity defined by the bar, such as personality, benefits, attributes and values; in turn, the relationship of familiarity and the appropriation of the style of the bar with the characteristics of the segment -- Finally, this research reveals that there are currently few marketing studies that analyze the category of night establishments related to salsa; therefore, it is considered important to propose more research on this subject, since the market is in a permanent boom, and over the years the genre has had interesting developments in the city