Citas bibligráficas
Cueto, M., (2018). Incidencia de los elementos visuales sobre el posicionamiento de marca dentro de un proceso de rebranding [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/625251
Cueto, M., Incidencia de los elementos visuales sobre el posicionamiento de marca dentro de un proceso de rebranding [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/625251
@misc{renati/367879,
title = "Incidencia de los elementos visuales sobre el posicionamiento de marca dentro de un proceso de rebranding",
author = "Cueto Rojas, María José",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
As indicated by Berry (1993) (Quoted in Arthur, 1995) and Pereira (2015), brands are not static, they are active constructions and in recurrent evolution and influenced by internal and external agents. Kapferer (2004) points out that a brand that does not change over time may lose its relevance. Since the brand may feel stagnant, outdated or inferior to its competitors; the renewal and updating is a process to be considered, that is, to carry out a Rebranding (Romero, 2015). This is taken as a renewal, a refreshing, a reinvention, a reputation and/or a repositioning (Merrilees and Miller, 2008). This process may lead to the creation of a new logo, term, symbol, design or combination of these for an established brand with the intention of developing a different or new position in the minds of all stakeholders and competitors (Muzellec and Lambkin, 2005). The following research focuses on the redesign of the logo in the positioning of a brand, analyzing the attributes of this that are exposed in the logo and that arise in the expected positioning of it within a rebranding strategy. It is so that you get that this visual element is an ideal tool to reinforce attributes of the brand in the positioning. This is analyzed in the millennial generation, an attractive segment for companies and to which the brand aims to currently go. A descriptive research was used based on a quantitative methodology using the survey method in the public to which the brand is directed, which led to the power of the logo redesign to reinforce certain shortcomings that the positioning of the brand could not possess.
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