Estudio de la percepción del público en torno a la Imagen de la Panadería y Pastelería “La Excelencia” para el desarrollo de estrategias de branding.
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2023-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El Branding de una marca corresponde a un diferenciador el cual genera posicionamiento en la mente del consumidor. La metodología para la presente investigación se direcciona de manera mixta es decir cualitativa y cuantitativa, entonces es importante implementa de manera acertada y correcta, para ello se utiliza técnicas como ficha de observación, encuestas y entrevistas, esto ayudará a establecer un solo elemento visual, con la intención de que el producto llegue directamente al consumidor y le permita diferenciarlo, por ende recordar la marca sobre su competencia; desde el packaging, los utensilios, las vajillas, la indumentaria y sobre todo el símbolo de identificación visual, los gráficos, textos o imágenes que este incluya debe de estar sujeto a la identidad de la marca. La calidad del producto y el ambiente de cada local contribuyen a la marca, añadido a estas herramientas de marketing, el Branding y el packaging complementando de elementos gráficos y de diseño, debido a que están en contacto con el cliente y presenta la cara de la marca ante el mercado.
The Branding of a brand corresponds to a differentiator which generates positioning in the mind of the consumer. The methodology for the present investigation is addressed in a mixed way, that is, qualitative and quantitative, so it is important to implement it correctly and correctly, for this, techniques such as observation sheets, surveys and interviews are used, this will help to establish a single visual element, with the intention that the product reaches the consumer directly and allows him to differentiate it, therefore remembering the brand over its competition; from the packaging, utensils, tableware, clothing and above all the visual identification symbol, the graphics, texts or images that it includes must be subject to the identity of the brand. The quality of the product and the environment of each store contribute to the brand, added to these marketing tools, Branding and packaging complementing graphic and design elements, because they are in contact with the client and present the face of the brand to the market.
The Branding of a brand corresponds to a differentiator which generates positioning in the mind of the consumer. The methodology for the present investigation is addressed in a mixed way, that is, qualitative and quantitative, so it is important to implement it correctly and correctly, for this, techniques such as observation sheets, surveys and interviews are used, this will help to establish a single visual element, with the intention that the product reaches the consumer directly and allows him to differentiate it, therefore remembering the brand over its competition; from the packaging, utensils, tableware, clothing and above all the visual identification symbol, the graphics, texts or images that it includes must be subject to the identity of the brand. The quality of the product and the environment of each store contribute to the brand, added to these marketing tools, Branding and packaging complementing graphic and design elements, because they are in contact with the client and present the face of the brand to the market.
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BRANDING, PACKAGING, IDENTIDAD VISUAL, MARCA, PUBLICIDAD, POSICIONAMIENTO
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