Examinando por Materia "Branding"

Mostrando 1 - 13 de 13
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    Ítem
    Acercando el Branding y la UX : una herramienta para la selección de métodos
    (Universidad EAFIT, 2023) Gómez Rodríguez, Natalia; Maya Castaño, Jorge Hernán
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    Ítem
    Alineando UX y Branding : una herramienta para elegir métodos eficaces
    (Universidad EAFIT, 2023) Posada Ortiz, Pamela Cristina; Maya Castaño, Jorge Hernán
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    Ítem
    De personajes reconocidos a marcas personales : aproximación exploratoria al personal branding
    (2020) Montoya Vélez, Juan Manuel; Villegas Castaño, Guillermo León
    Among the last decade of the 20th century and the second of the 21st century, information and communication technologies available have enhanced the possibility of individuals to interact with collectives and project themselves as potential generators of value, and, therefore, of being worthy of receiving in return, from said collective, a desired reaction. In this context, figures intrinsically related with interactive media, such as youtubers, instagrammers, twitters, bloggers, or digital influencers. The democratization of access to collectives (Díez, 2018) has given theoretical and practical relevance to the concept of personal branding (Peters, 1997), that has arose in parallel with this explosion of interactive channels in which is proposed that individuals should see themselves as potential assets, and apply, in their personal development, brand management, or branding processes, proper of companies or organizations. In the present research, the personal branding or personal brand concepts are analyzed, from a qualitative exploratory approach, in a group of people who stand out for their character, their personality and their identity, which make them social agents and mobilizing other people, and the relationship they have with them.
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    Publicación
    Del prestigio al desvanecimiento : el riesgo de la dilución marcaria y su aplicación e interpretación en Colombia en la clase 25 de la Clasificación Internacional de Niza
    (Universidad EAFIT, 2025) Delgado Ramírez, María Paula; Rendón Vera, José Santiago
    This article examines the concept of trademark dilution and its impact on well-known trademarks within Class 25 of the Nice International Classification (fashion industry) in Colombia. Through a comparative approach, the regulatory frameworks of the United States and the European Union are analyzed, highlighting the historical development and debates surrounding the implementation of this concept. Likewise, the article reviews how the Andean Community system addresses trademark dilution and the challenges it entails. Additionally, it describes the way in which the Superintendence of Industry and Commerce has applied this concept in certain rulings, followed by a critique of inconsistencies in normative interpretation and the lack of clear guidelines in decision-making. The article concludes with recommendations to the Superintendence of Industry and Commerce aimed at providing greater clarity in the application of this legal concept.
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    Ítem
    La estandarización de los procesos creativos en la consolidación del modelo de negocio para Totemu - Agencia de diseño
    (Universidad EAFIT, 2021) Calle Serrano, Sarita; Gómez González, Carolina
    In the creative universe, the formalization of precise processes for the advancement of designs for products, services, and experiences, has been seen in many cases undervalued, mainly because aforetime, design was found as an exclusive and almost introspective ingenious moment of geniuses, along with the fear of considering design as a standardized process spread for many years. Furthermore, a study carried out by C4E Consulting4 compiled in a press release from marketingdirecto.com, highlights that “the fear of «standardizing» creativity constitutes one of the most frequent barriers to training within advertising agencies” (MD, 2005). The exercise of designing can be a creative work of both individual and group character, the latter being the most implemented in agencies or companies dedicated to this. Alejandro Masferrer5 affirms that “the creative process can be an abstract concept causing uncertainty and confusion if it is left undefined. When you co-create as a team, this can result in a mismatch of objectives and difficulty in generating quality ideas” (Masferrer, 2019). With this, the thesis aims to validate those creative processes can be standardized in Totemu, based on methodologies aligned to the business model for design and Branding companies. This agency does not have a consolidated business structure that allows it to grow and strengthen profitably in the long term, for which, through this research, it seeks to adjust its business model, comparatively reviewing agencies in the same sector that are references to replicate and/or validate the processes and structures presented by Branding as a service. To rethink the business model and prototype the standardization strategy of the creative processes that are being developed, it will be necessary to re-evaluate the diagnosis and analysis of the current state of Totemu, to find those opportunities for improvement, based on the problems that this agency currently presents.
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    Ítem
    HATSU, un modelo de mercadeo estratégico para escalar las organizaciones
    (Universidad EAFIT, 2024) Moreno Gallego, Daniel; Muñoz Molina, Yaromir
    This work details the aspects associated with a brand's need to innovate, create value, and differentiate itself. Companies are obliged to define strategies oriented towards their relevance and permanence. HATSU has become an important benchmark for the country's entrepreneurship and innovation system. This work shows its success and evolution based on the context in which it was born and the way it managed to grow and consolidate itself in the national market.
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    Ítem
    Identificación de estrategias de posicionamiento de la marca PAN Corporación Social entre los participantes del programa de voluntariado Panas de la niñez y la adolescencia
    (Universidad EAFIT, 2024) Vanegas Álvarez, Mabel cristina; Piedrahita Gutiérrez, María Clara
    This research, through its quantitative approach with a descriptive scope, seeks to determine strategies for structuring a brand positioning plan for PAN Social Corporation among the population of the PANas childhood and adolescence volunteer program. To achieve this, a conceptual review of volunteering, its essential elements, regulatory framework, and existing types of volunteering is carried out. Additionally, the positional theory or positioning theory is presented, along with a compilation of various studies with the objective of brand positioning in NGOs as a common challenge. Furthermore, an analysis of the profile of the participants in the organization's volunteer program is conducted, as well as a SWOT analysis of the volunteer program, allowing for an examination of the internal and external factors of the program to obtain a current overview and provide recommendations to address the research question.
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    Ítem
    Modelo de agencia in house de marketing y publicidad como dinamizadora de espacios académicos y empresariales
    (Universidad EAFIT, 2024) Aristizábal Posada, Verónica; Sepúlveda Cardona, Edwin Andrés; Mejía Gil, María Claudia
    Currently in academic and business environments, marketing and advertising plays a fundamental role that allows the creation of strategies that promote the marketing of products and services. This project presents a research proposal that aims to know the relevance of the creation of a marketing and advertising agency, implemented at EAFIT University; seeking a benefit for the growth, evolution and fulfillment of the objectives of the Marketing and Innovation area in the organization. It is presented in response to the need that exists in the hiring of external advertising agencies and looking for alternatives that allow the development of effective campaigns to reach the public of interest. To address these objectives, a qualitative research was conducted to in house advertising agencies in the city of Medellin and to know the organizational scheme to identify opportunities and advantages that lead to determine the long-term impact to strengthen the internal processes of academic institutions and business organizations. In this research, a collection and analysis of primary and secondary data such as case studies and websites was carried out. A total of 9 semi-structured interviews were conducted with experts in the field of advertising, area directors in important and recognized companies in the market, which finally provided possible arguments that would allow us to determine the long-term impact of the project in order to strengthen the internal processes of academic institutions and business organizations. In this research, a collection and analysis of primary and secondary data such as case studies and websites was carried out. A total of 9 semi-structured interviews were conducted with experts in the field of advertising, area directors in important and recognized companies in the market, which finally provided possible arguments that allowed making decisions on the relevance and feasibility of establishing an in-6 house advertising agency to contribute to the advancement of communication strategies in organizations and educational institutions
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    Ítem
    Plan de mercadeo para la empresa RedAgro
    (Universidad EAFIT, 2024) Cardona Ocampo, Carolina; Rendón Montoya, Juan Rodrigo
    An endless number of companies in different economic industries struggle to distinguish themselves from their competitors in a constant price war. In these cases, the price cannot be ignored as a determining factor in the customer's purchase decision, however, more factors have an impact on this decision and one of the most relevant is the brand. Companies must have something that differentiates them, that communicates what they want to offer their customers, beyond their products and services. A well-developed brand allows a close relationship by establishing its operation based on the value it wants to offer to its external and internal customers. This demands a transversal presence in the organization, where each person understands the purpose of the brand and its value within it. A brand generates something to be remembered for and determines how it wants to relate to its customers, being far from being just a logo or a group of colors. This work highlights, at a strategic level, the importance of positioning a brand through its communication with its customers. A clear example of this approach is the company RedAgro, dedicated to the marketing of agro-veterinary products. In this paper, an exhaustive analysis of the RedAgro organization in the B2B market has been carried out to understand its opportunities, and as a result, several strategies focused on the marketing mix have been proposed, with special emphasis on brand positioning and communication.
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    Plan de negocio para Anamú
    (Universidad EAFIT, 2023) Vallejo Arango, Natalia; Betancur Montoya, Paolo; Gómez Giraldo, Carolina; Giraldo Hernández, Gina María
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    Plan de posicionamiento de marca para BOREAL
    (Universidad EAFIT, 2020) Botero Góez, Verónica; Villegas Gómez, Juliana
    Every day, the competition in the Colombian market, is growing, making the brand positioning a harder challenge, but if a right study to know what the target of the brand BOREAL wants to consume on social media, it will be easier to create a branding plan in which the communication will be way more effective, showcasing the best qualities of the brand and not only creating a great top of mind, but also a remarkable top of heart. To achieve this, an exploratory study with a qualitative focus has been made, in which for starters, a review of the literature has been made studying what some of the most remarkable marketing gurus had said in the past such as Aaker, Al Ries and Godin. Following this, eight interviews were made to know what the customers and followers of BOREAL are looking for in the content they consume on social media and also what they look for in a brand in general and finally, a case study of two brands with a national and global focus that have positioned their brand effectively and have created a great community in their social media platform. The results obtained from the study, were to fulfill the following goals: (A) know what the behavior patterns are for the target in social media, (B) identify the benchmark and strategies to reply and finally (C) evaluate the trends in communication and social media marketing. The goals set in this study, allowed the following results to be found: the frequency in which the brand need to post in social media to stay relevant and not saturate with unwanted publications, the content that need to be created in order to accompany the products and create a deeper connection with the follower, and finally, if the brand need to use strategies such as influencer marketing to reach a wider audience or if it needs to look for a more organic approach.
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    Proceso de ASC - INVESTIGACION BASICA: ATRIBUTOS DE LA EXPERIENCIA DE MARCA EN EMPRESAS DE SERVICIOS EN COLOMBIA
    (Universidad EAFIT, 2021) Mejía-Gil, María Claudia; Bejarano Botero, Luis Mauricio; Villegas Gómez, Juliana; Universidad EAFIT
    Organizations have multiple characteristics to compete in the market, in which finding a space and differentiating is increasingly difficult. When delving deeper into the implementation of the Service Design methodology, a gap is found in the definition of the characteristics that the brand experience should have. This is why the purpose of this study is to develop a method that allows organizations to establish Brand variables, which function as a guide for a service design focused on experience. This is intended to be resolved through a qualitative method, through the technique of in-depth interviews, with 4 experts in the area of ​​services and branding and nine strategists and leaders with experience in service companies in Colombia. The main result was that there is no reference or unified methodology to translate brand attributes into user experience. This work presents a proposal for a three-step process to translate brand attributes into experience.
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    Ítem