Proyecto para el desarrollo del valor de marca de artefacta

The brand value from the point of view relates to the perception that the client has about a brand based on the attributes and benefits that it gives. The market for household appliances, with a homogeneous market because all firms offer the same benefits there would be no way to differentiate themselves and be better appreciated by consumers in comparison with their competitors, then, the difference lies in the communication strategy employed. This paper proposes the implementation of a new communication strategy for such an artifact that allows positioning in the mind of the consumer to provide the benefits they want to know in addition to the offers that are paramount in their advertisements. First will be the identification of target group and then evaluate the position of each store and recognize what are the benefits offered to make them prefer the string, then evaluate the increase in advertising investment, and whether this increase is justifiable returns earned by implementing the strategy. Finally, we determine the brand value of artifacts and the projected value after applying the new technique to determine whether it is possible to obtain positive results and a better positioning in the minds of consumers.

• Glavni autor: Barros Quinto, Paul Esteban (author)
• Daljnji autori: Menendez Govea, Xenia Elizabeth (author), Mejia Coronel, Marco Tulio (author)
• Format: article
• Jezik: spa
• Izdano: 2009
• Teme: VALOR DE MARCA; MERCADO DE ELECTRODOMESTICOS; ESTRATEGIA DE COMUNICACION
• Online pristup: http://www.dspace.espol.edu.ec/handle/123456789/4861