Examinando por Materia "Identidad de marca"
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Ítem Atributos relevantes para diferenciar un restaurante de cocina colombiana(Universidad EAFIT, 2021) Jaramillo Orozco, Sandra; Vallejo Franco, Johanna Alejandra; Muñoz Molina, Yaromir; Restrepo Ayala, CamiloColombian cuisine has been experiencing a growing boom over the years, and both big and medium entrepreneurs from the country have seen this growth as an important business opportunity, generating the opening of a significant number of Colombian full-service restaurants and with this the increase in market competition. For this reason, restaurants managers have been forced to use different value strategies; however, to reach this objective is fundamental for them to know and study consumer behavior in order to identify the attributes that they consider as relevant to choose a Colombian full-service restaurant. This is the main aim of this investigation, and to reach it, are used quantitative and qualitative methodology to define the decision attributes of the target market considering that nowadays consumer has needs that go beyond physical ones and focus on social and cultural perceptions. Through the results obtained, this paper provides tools that create competitive advantages and design value proposals focused on the sector.Ítem Lineamientos para la construcción de un plan de marca para una nueva perfumería de nicho en Colombia(Universidad EAFIT, 2022) Malagón Cruz, Leidy Milena; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaÍtem Modelo de identidad para una marca de pintura automotriz dirigida al mercado de talleres de concesionario en negocios B2B(Universidad Eafit, 2020) Hernández Montoya, Isabel Cristina; González Echeverri, Juan David; Muñoz Molina, YaromirOver the years, authors and theories around brands have had a clear focus on the consumer-centered B2C segment. Currently it has been found that brands are also quite powerful in direct markets between companies, called “business to business” or B2B, identifying that they generate long-term relationships and greater trust between buyers and commercials of each of the companies, but also have Brand strategies in B2B businesses have managed to generate competitive advantages and greater perceptions of brand value in these markets, also profitable business and valorizated price policies. Based on these theories, it is identified in the sector of automotive repair shops of dealers what are the needs, the benefits assessed and the possible pain of the market, which allow to find the activators that a brand of new paint can use in these types of customers B2B and which become the basis of a brand identity model for a new brand launched in this market segment. Insights, valued benefits and market pains are found through in-depth interviews with managers of the main dealership workshops in the city of Medellín, in which it is found that a brand identity model is relevant if it is based on the service, color development, technical and process support and finally, product availability. In addition to this, a very relevant factor is that the operation and management of the automotive paint area in a workshop must be managed by the supplier, who ensures that improvements and greater profitability in the process are obtained.Ítem El uso de los arquetipos en la industria de la moda en Colombia(Universidad Icesi, 2014-01-01) Ceballos, Lina Maria; Villegas, JulianaLos arquetipos se han presentado como una herramienta poderosa para la definición de la personalidad de marca y son especialmente útiles en el mercadeo de marcas de moda. El presente estudio busca comprender el uso de los arquetipos en empresas colombiana