Examinando por Materia "MARCAS DE EMPRESAS"
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Ítem A study of country reputation, corporate reputation, and international performance of Latin American companies(Universidad EAFIT, 2023) Parente Laverde, Ana María; Rojas de Francisco, Laura Isabel; Martins da Silva, IzaiasÍtem Acercando el Branding y la UX : una herramienta para la selección de métodos(Universidad EAFIT, 2023) Gómez Rodríguez, Natalia; Maya Castaño, Jorge HernánÍtem Alineando UX y Branding : una herramienta para elegir métodos eficaces(Universidad EAFIT, 2023) Posada Ortiz, Pamela Cristina; Maya Castaño, Jorge HernánÍtem Análisis del impacto del material P. O. P. en los puntos de venta de los distribuidores de los productos de la empresa Compañía de Empaques(Universidad EAFIT, 2017) Isaza Olarte, Juan Ricardo; Arias Salazar, Alejandro; Mejía Gil, María ClaudiaCompañía de Empaques sought, through a basic exploratory investigation, to understand the most important factors that boost customers to buy their product at the point of purchase -- Besides want to analyze the customer’s behavior before and after impacting these points with different types of POP material, to finally evaluate if the brand communication strategy called "La Mancha Verde" is impacting and influential for the final customer and thus replicate it in all the Colombian territory -- It was important for the research to understand the consumer behavior of these products at the points of sale, in order to arrive with the appropriate material and message -- The study audience were people who bought any product manufactured by Compañía de Empaques -- The tools used in this research, both qualitative and quantitative, complement each other to make the best decision and to conclude the favorability or not of expanding this project -- The research conclusions helps the vice presidency of the company to make the best decision of making the investment that is required to impact more than 100 points of purchase “AA” type and more than 4,000 “A” Type in the country, since it was found a sales increase in the two points of purchase where the strategy was implemented, supported with the structured poll and the observations session realized in the points of purchase, it was concluded that improving the products exhibition and impacting this points with colorful materials, helps to give better visibility to the brand that can generate impulse purchases to customers and top of mindÍtem Atributos de marca de la categoría de prendas y accesorios deportivos valorados por los consumidores entre 25 y 55 años de la ciudad de Medellín(Universidad EAFIT, 2020) Ospina Lopera, Mónica Liliana; Madrid Sánchez, David; Londoño Vélez, Natalia; Villegas Gómez, JulianaThe rise of healthy lifestyle has boosted the sportswear industry in the world. According to Euromonitor International (2018), the global growth of this market has been 22% in the last 5 years, and in Colombia it was even higher, reaching 47.8% from 2012 to 2017. It is estimated that for 2022 there will be a steady increase in this category, that aligns with the international market and projects in 20%, which demonstrates the attractiveness of the sector (Euromonitor International, 2018). The purpose of this article is to investigate the brand attributes of the sportswear and sports apparel category in consumers in Medellín with ages between 25 and 55, in order to enrich the theory of sportswear brand attributes from a consumer’s point of view. To achieve this, an exploratory study was carried out with a qualitative approach, addressing consumers in the category through in-depth interviews and focus groups, and carrying out interviews with experts in Medellín, which for research purposes are referred to as primary sources. As secondary sources, data provided by Euromonitor, known authors and books on marketing, national and international indexed journals, global consultants’ reports and Colombian informative and economic journals, were used. The results obtained were: (a) the identification of the main sportswear category brands in Medellín, which, according to reports from Euromonitor International, and the expert Lorenzo Velásquez, from Inexmoda, are: Adidas, Nike, Decathlon, Bronzini Active and Punto Blanco, (b) the identification of the main consumer segments of brands in the category of sportswear that were discussed in three focus groups with consumers that practice sports regularly the first with consumers of ages between 25-35, the second with ages between 35-45 and the third one with ages between 45-55, (c) the establishment and ranking of the attributes when buying sportswear and sports apparel. This, in order to conclude that for consumers with ages between 25 and 35, the main factor in the buying decision was design, for the age group between 35 and 45, the experience, and for the group with ages between 45 and 55, comfort.Ítem Atributos, posicionamiento y expectativas para una tortilla marca La Soberana(Universidad EAFIT, 2023) Otálvaro Hurtado, Juana María; Pineda Ríos, Daniel; Restrepo Ayala, Camilo ErnestoÍtem 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 De la inspiración a la percepción : evaluación del propósito de marca y la propuesta de valor de Sífera en el mercado de accesorios(Universidad EAFIT, 2023) Gil Ramírez, Mariana; Gómez Tamayo, Daniela; Echeverry Gómez, SimónThis undergraduate thesis structures and validates the brand purpose and value proposition of a new miyuki accessories brand called Sífera in the market. This is achieved through a market analysis and study aimed at enhancing its recognition and achieving a strong regional and national positioning. This involves creating effective strategies that align Sífera's unique values and benefits with the needs and desires of its target audience. To validate this, surveys are utilized to assess customers' perception of Sífera's value proposition in order to identify areas for improvement and strengthen the brand's position in local and national markets. Additionally, research is conducted to identify key segments and analyze direct and indirect competitors. A crucial aspect of the thesis involves defining Sífera's brand purpose and values, as well as a precise mission, vision, and values statement that aligns with the needs and demands of the target market. Finally, based on the research results and findings, concrete recommendations and actions are proposed to enhance and improve Sífera's brand purpose and value proposition.Ítem Definición de un plan táctico de mercadeo para el lanzamiento de la marca Zontes en el mercado de motocicletas en Manizales y Cartago(Universidad EAFIT, 2022) Castro Romero, César Augusto; Ceballos Rodríguez, Daniel Jaime; Orrego Gallego, Sebastián; Giraldo Ospina, Juan MiguelÍtem El efecto del modelo de experiencia del colaborador (EX) sobre la lealtad del colaborador (ENPS), y de la lealtad del colaborador (ENPS) sobre la lealtad del cliente (NPS)(Universidad EAFIT, 2022) Peláez Molano, Sergio; Román Calderón, Juan PabloÍtem Esports : un horizonte de beneficios de mercadeo para las marcas en Colombia(Universidad EAFIT, 2021) Caro Vallejo, Juan Manuel Caro; Acevedo Mejía, Erika Cristina; Castaño Aristizábal, Juan FelipeThe Esports are becoming much more of a digital trend with a defined fan profile around the world. These new digital sports are divided into specialized leagues; each one with their teams and players, which are transmitted through streaming platforms, and therefore, creating great opportunities for brands, generating additional profits to those generated by traditional channels, also allowing them to launch new products and additional brand positioning. All this opens the doors for Colombian brands to enter a market that offers great opportunities in terms of advertising, and so approaching a target audience that is increasingly demanding more content. This study, developed in the city of Medellín, considered as the gamer capital of Colombia, is a qualitative exploratory study that proposes to calculate the scope and opportunities that brands have in this new medium. Once this target audience and their consumer needs have been understood and studied, it is proposed to adapt to new strategies within the marketing plan of a brand and, in this way, take advantage of the rise of a new trend that is taking place throughout the world.Ítem Estimación de un modelo de demanda para la categoría de bebidas espirituosas por medio de un modelo de demanda casi ideal(2020) Millan Gil, Laura Tatiana; Cadavid Navas, Alejandro; Gómez Toro, CatalinaThis research is focused on proposing how the alcoholic beverage industry can use the different elasticities of the products as a fundamental element to the right decision making in the competitive strategy. It aims to validate how the own and competitors’ price changes of a brand in the market affect its demand under an almost ideal demand system. Currently, the prices are considered as key instruments to get growing results in the short and long term.Ítem Estudio acerca del uso que las marcas de moda en Medellín, Colombia hacen de la técnica del Storytelling a través de Instagram y recomendaciones para emplearlo efectivamente(Universidad EAFIT, 2022) Moreno Gómez, Camila; Acevedo Mejía, Erika Cristina; Escobar Escobar, Ana CristinaWith the general objective of establishing recommendations so that fashion brands in Medellín, Colombia, can effectively incorporate Storytelling into their Instagram accounts, this research began by determining the relevance of said social network for fashion brands’ communications. Then, it was identified which fashion brands in Medellín effectively use Storytelling in their Instagram profiles. In addition, the content published in the Instagram profiles of some brands in this city were analyzed, to study how they use Storytelling. To achieve the general and specific objectives of the research, qualitative methods of data collection and analysis were used. Although multiple studies have been carried out on the benefits of the use of Storytelling by brands, others that have focused on the use of Storytelling through social networks, and a few others that have done so with an emphasis on fashion brands, there is still a research gap regarding the use of Storytelling by fashion brands in Medellín, through Instagram. This study aims to analyze this issue in the city of Medellín.Ítem Estudio de caso : transformación comercial de las tiendas Avon(Universidad EAFIT, 2021) Mejía Barbosa, Daniel; Ortega, Ana MaríaÍtem Factores que motivan a los universitarios de Medellín a elegir sus marcas favoritas(Universidad EAFIT, 2020) González González, Paula Andrea; Villegas Gómez, Juliana; Arias Salazar, AlejandroÍtem Franquicia en Colombia, cómo mutaría de un contrato atípico a un contrato típico, regulación y creación de “proyecto ley” de la franquicia(Universidad EAFIT, 2023) Muñoz Mesa, Andrés Felipe; Pulgarín, Juan FernandoThis monograph analyzes the franchise in Colombia and in the world, assesing existing regulations and the behavior of this business model, establishes commercial and legal guidelines that must be adhered to ensuring the fulfillment of the relationship and contract between the involved parties in a clear and equitable manner, which are reflected in a proposal for a “Franchise Law Project” that aims to create a clear and balanced contract where the contracting parties have rights and duties that help improve their commercial relationship fostering mutual growth with a shared goal that benefits both parties. The methodology used corresponds to a qualitative descriptive-interpretive research focused on a documentary design. It centers on the interpretation of commercial law with a particular focus on franchising. This research is conducted through the compilation of historical information of legal, doctrinal, jurisprudential sources as well as national and international legal concepts. Likewise, an analysis is conducted from the 1991 Political Constitution, which in Article 151 establishes that only the Colombian Congress can enact laws regarding economic intervention, stating its purposes and scope. Similarly, Article 333 of the Constitution asserts that economic activity in Colombia is guided by the principles of a free-market system. The preceding reflects that, the appropriate process to legally establish a franchise contract is the procedure of a bill in Congress, especially when dealing with a right regulated by the industrial property regime, patents, trademarks, or other forms of intellectual property that are inherent to the franchise. This is underscored by the fact that a fundamental aspect of this contractual model involves the licensing of brand, name, and trade identity.Ítem Incidencia del concepto de universidad parque en la imagen de la marca Eafit(Universidad EAFIT, 2021) Cano Piedrahita, Santiago; Guzmán Garzón, Catalina Cecilia; Mejía Gil, Maria Claudia; Agudelo Calle, Jhonny AlejandroEAFIT identifies the concept of park university as a fundamental aspect of the brand's DNA and part of the materialization of its environmental management system, which it has diffused to its target through different means. However, until now it has not been validated if this concept is perceived as an important brand value among its primary audience: the students and if it has any impact on its brand image. The main objective of this research was to know the incidence of the park university concept in the image of the brand EAFIT among the undergraduate students of Medellín´s city campus, through an exploratory and qualitative type study that allowed to make a description of the phenomenon and to analyze, by means of a comparative matrix, the most relevant variables of influence. The methodological instrument applied in the study was based on the realization of 17 individual semi-structured interviews to students and officials of the institution that allowed to understand the individual perception of the park university concept from their own experiences and relationship with that concept or with the elements that compose it. One of the main findings indicates that, although the institution considers the park university a strategic vector of its sustainability pillar and the stimuli provided are forceful from the generation of the experience in the students, they do not have impact with the verbal denomination of the concept. According to the results, it is concluded that the concept of Park University does have an impact on the brand image of the undergraduate students of EAFIT University, but not from its verbal denomination, but from its physical, symbolic and experiential representations.Ítem Informe final de consultoría en imagen corporativa para la empresa Rimoplásticas(Universidad EAFIT, 2009) Ramírez Echeverri, SebastiánÍtem La joyería artesanal : un mundo de nuevas oportunidades(Universidad EAFIT, 2022) Gómez Agudelo, Leidy Vanessa; Muñoz Molina, YaromirCurrently there is a trend to consume brands or products which are socially responsible. Purpose-driven marketing is getting more relevant and valued by consumers, which raises the importance of this research and study, in order to investigate the phenomenon not only in the general category, but within the specific sector of handmade jewelry led by women who are in reinsertion and resocialization processes. This investigation was carried out following qualitative techniques and supported mainly by customized interviews with 10 women from the city of Medellín who are consumers of handmade jewelry. Among the key findings of this study, it was the fact that the purchase decision for this category of "luxury" and crafted products made by women in reinsertion and resocialization processes, is heavily promoted and pushed by brands which efficiently communicate details of these products, enhancing the characteristics and positive consequences of getting purpose-driven brands and products.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, Natalia