Bibliographic citations
Neciosup, M., Querevalú, L. (2025). Estrategia de comunicación de branding para el posicionamiento de la marca AURA en el distrito de Trujillo en el año 2022 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/57231
Neciosup, M., Querevalú, L. Estrategia de comunicación de branding para el posicionamiento de la marca AURA en el distrito de Trujillo en el año 2022 [Tesis]. PE: Universidad Privada Antenor Orrego; 2025. https://hdl.handle.net/20.500.12759/57231
@misc{renati/1358405,
title = "Estrategia de comunicación de branding para el posicionamiento de la marca AURA en el distrito de Trujillo en el año 2022",
author = "Querevalú Nuñez, Laura Isabel",
publisher = "Universidad Privada Antenor Orrego",
year = "2025"
}
This research covers the branding communication strategy for the positioning of the Aura brand in the Trujillo district in 2022, in a context of increasing competition and lack of effective strategies. The objective was to determine whether the implementation of branding would positively influence the brand. The problem of limited branding development in small and medium-sized companies was addressed, especially in the post-pandemic environment, where effective communication is key to business growth. To achieve these objectives, a non-experimental research design was used. Data collection was carried out through a structured questionnaire consisting of 21 questions, applied to a representative sample of 384 young people and adults. The sampling was simple random probabilistic, followed by a stratified distribution by age ranges. This methodology allowed obtaining a clear vision of the perceptions and attitudes towards the Aura brand, as well as evaluating the effectiveness of branding as a communication tool. It is concluded that branding improves the positioning of the Aura brand by managing a coherent visual identity and the good use of social networks, taking advantage of the increase in mobile use. Being a solid visual identity reflects values and personality, differentiating the brand in the market and increasing recognition, loyalty and what the entrepreneur most desires, sales. In addition, brand personality is crucial for emotional recall and connection. It is recommended to implement strategic branding that strengthens the visual identity, emotionally connects with the public and improves positioning, designing clear and coherent visual elements applicable to all platforms. In addition, it is essential to create a unique brand personality that fosters emotional ties, recall and loyalty. Finally, develop a comprehensive strategy that includes market analysis, definition of objectives, prior tests and continuous monitoring to ensure success
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