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https://repositorio.ucm.edu.co/handle/10839/3481| Title: | Estudio de Caso del Grupo de Interés Interno "Gente CHEC": aportes a la construcción de un nuevo territorio de marca |
| Authors: | Tamayo Tamayo, Ana Cristina |
| Advisor: | Castiblanco Laurada, César |
| Keywords: | Anuncios publicitarios Publicidad Mercadeo Marca |
| Keywords: | Advertisement Advertising Marketing Brand |
| Publisher: | Universidad Católica de Manizales |
| Abstract(esp): | Las marcas, con el pasar de los años han tenido que definir su norte varias veces y el fin último radica en poder ser relevantes para sus audiencias; razón por la cual una de las compañías de mayor trayectoria y con una marca constituida por largos años, CHEC1 ha tomado la decisión de definir su norte. Este estudio de caso nos llevará de la mano de un proceso de investigación de 10 meses, en los que desde sus audiencias entendimos las dolencias, gustos y pasiones por la marca para definir así un camino estratégico para la misma para sus próximos años y definido a través de arquetipos publicitarios para entender cuál es rol que cumple la compañía en sus steakeholders. |
| Abstract(eng): | Brands, over the years, have had to define their north several times and the ultimate goal lies in being able to be relevant to their audiences; which is why one of the companies with the greatest trajectory and with a brand established for many years, CHEC1 has made the decision to define its north. This case study will take us by the hand of a 10-month research process, in which from its audiences we understood the ailments, tastes and passions for the brand in order to define a strategic path for it for its coming years and defined to through advertising archetypes to understand the role that the company plays in its stakeholders |
| URI: | https://repositorio.ucm.edu.co/handle/10839/3481 |
| Appears in Collections: | Publicidad |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Estudio_Caso_Grupo_Interes_Interno_Gente_CHEC_aportes_construccion_nuevo_territorio_marca.pdf | Texto Completo | 3.25 MB | Adobe PDF |  View/Open |
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