Examinando por Materia "Marca"
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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 HernánÍtem Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands(Universidad EAFIT, 2022-06-16) Munoz Alvarado, Laura Berenice; Mata- Sánchez, GabrielaÍtem La contribución de la marca personal y el coaching a la construcción del proyecto de vida(Universidad EAFIT, 2021) Spaggiari Pineda, Sofia; Muñoz Diosa, Estefania; Villegas Castaño, Guillermo LeónThe objective of the following research is to identify the contributions of coaching as a development of personal brand to generate added value that strengthens the construction as a projected way of life. Adding to this, we are aiming basic themes and concepts such as brand, persona brand, coaching, among others. These aspects are the concept of the central theme, which allows simplicity when applying the term in question with greater ease and acceptance. This research begins with the search of information through primary sources, mainly professionals and people linked on coaching in Colombia. Based on the outcome of the information, a quality study is carried out through interviews with descriptive statistics. Hence, the purpose of these is to explore the knowledge and interested of the selected social players. Finally, the establishment of a personal brand grows stronger every day due to the awareness of society to deliver talents with a higher degree of expertise to the community. With the results obtained, it’s intended to consolidate some fundamentals bases for the interpretations of a personal brand that integrate the needs of everyone using coaching tools.Ítem Correlación entre dimensiones de personalidad de marca y la marca emocional(Universidad EAFIT, 01/06/2007) José Luis Saavedra Torres; Oscar Colmenares; José Luis Pirela; Universidad del Zulia; convenio UPMLUZ (2006); Universidad Rafael Belloso ChacínÍtem Desarrollo de un sistema de apoyo a la toma de decisiones estilísticas en lenguaje de marca a través de una herramienta de machine learning(Universidad EAFIT, 2023) Córdoba García, Miguel de Germán; Maya Castaño, Jorge HernánÍtem Entendimiento de las necesidades y motivaciones de los consumidores de moda sostenible en Bogotá(Universidad EAFIT, 2023) Torres Malaver, Laura Cristina; Uribe de Correa, Beatriz Amparo; Vélez Londoño, NataliaSustainable fashion is a portion of the fashion industry worldwide which is growing stronger and which the big brands in this sector have promoted in recent years. Due to global trends in carbon dioxide reduction and good environmental practices, in Colombia this type of fashion is already part of the environmental discussion agenda. In the Colombian fashion industry there are still no clear numbers on the environmental impact of clothing manufacturing, but it is known that many of the international brands that people currently consume have a high impact due to the number of clothes they manufacture, the water that contaminates the textile processes and in addition to the bad human resources practices. In Colombia there are already brands that have built sustainability processes for the production of clothing and already have a group of consumers who care about responsible consumption, however, it is also important to know which are the consumption habits of the people who look for companies that care about environmental and social sustainability, what are the motivations they have for buying this type of clothes and the needs they cover when making the decision, knowing that is important for marketing and for brand building to have an overview of what this consumer behavior is like.Ítem 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 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 ClaraThis 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.Ítem Marca de moda dirigida a la generación Alfa, con el propósito de atraer y retener clientes para aumentar las ventas de la empresa MIC(Universidad EAFIT, 2024) Lince Gómez, Pablo; Sepulveda Cardona, Edwin AndrésÍtem Motivaciones implicadas en la toma de decisiones de compra de servicios de consultoría de marca(Universidad EAFIT, 2021) Pérez Fernández, Sara Cristina; Saldarriaga Sierra, Adriana Marcela; Acevedo Mejía, Érika CristinaÍtem Plan de emprendimiento con énfasis en mercadeo(Universidad EAFIT, 2024) Echeverria Blanco, Cynthia Alejandra; López Molano, María Elisa; Henríquez Díaz, Ángela María; Franco Ruiz, CamiloÍtem Plan de mercadeo Atalú(Universidad EAFIT, 2022) De la Hoz Vecchio, María Elena; Guzmán Garzón, Catalina CeciliaConsidering the great challenges that the decrease in the economy has represented due to the Covid-19 pandemic, besides conditions and barriers that small and medium-sized companies present to achieve a successful economic reactivation, it is necessary to study strategically the marketing components that contribute towards sustainability and growth of an SME in the framework of a Colombian economy pressured by inflation in 2022. Therefore, this paper presents a proposal for a marketing plan for Atalú Alimentos Saludables. S.A.S., an organization with six years in the sugar-free bakery market in the city of Barranquilla, Colombia. The proposal is a strategic marketing roadmap according to global trends and the local context, which allows the construction of value relationships with its current consumers and a new segment to which the organization wants to direct its value proposal. The plan includes a business diagnostic, strategies that allow strong brand positioning, proposal of marketing tactics, budget, indicators, contingencies plan and proposal for further research.Ítem Plan de mercadeo para la empresa RedAgro(Universidad EAFIT, 2024) Cardona Ocampo, Carolina; Rendón Montoya, Juan RodrigoAn 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.Ítem Plan de mercadeo para la empresa True(Universidad EAFIT, 2023) Pinilla Dávila, María José; Henríquez Díaz, Ángela MaríaThe objective of this work was to present a marketing plan for the Antioquia streetwear brand, True, in order to encourage customers who are in segments B and C to repurchase products during the year, because it was identified that these groups were not able to make two purchases in 365 days during last year. Furthermore, this responds to what was found in a study carried out by the company Everilion, a brand that works with SaaS products, where it was shown that it is six times more expensive to achieve a new customer than to retain an old one. To carry out the marketing plan, we began with an internal and external analysis of the company, which led to the development of the design of a SWOT matrix to rectify the identification of positive aspects and improve the organization. The information collected served as the basis for defining the mission, vision and action plan, as fundamental components of the plan. With its development, the aim is to increase the brand's sales through a real approach to True's customers.Ítem 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 EAFITOrganizations 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.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