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Rodríguez, M., (2018). Odotipo: El aroma que identifica a la marca [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/625508
Rodríguez, M., Odotipo: El aroma que identifica a la marca [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/625508
@misc{renati/368222,
title = "Odotipo: El aroma que identifica a la marca",
author = "Rodríguez Díaz, María Alejandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
Title: Odotipo: El aroma que identifica a la marca
Other Titles: Odotype: The aroma that identifies the brand
Authors(s): Rodríguez Díaz, María Alejandra
Advisor(s): Gallardo-Echenique, Eliana Esther
Keywords: Identificación de marca; Relaciones con los clientes; Marketing; Marcas; Comunicación y Publicidad
Issue Date: 10-Nov-2018
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: El dinamismo y la saturación en el mercado exigen que las marcas involucren nuevas alternativas para conquistar compradores y retener clientes cada vez más exigentes. Frente a ello, las marcas se han enfocado en la importancia de la relación de los sentidos y los consumidores. De allí nace la oportunidad de orientarse hacia los sentidos menos explotados, como el olfato. Este sentido se destaca por su gran nivel de recordación y los beneficios de asociación que brinda a la marca. De esta manera, puede formar parte de los elementos de identidad de marca, denominado como odotipo, el cual se define como la forma aromática que identifica a una marca. Con miras a identificar y analizar las condiciones para la implementación del odotipo como elemento de la identidad de marca, se realizó una investigación de tipo cualitativa, la cual se llevó a cabo a través de aplicación de entrevistas semiestructuradas a especialistas en áreas de branding y/o planeamiento. Como resultados, en el cuarto capítulo se presenta el análisis de la información recaudada, así como la explicación de cómo esta contribuye a cumplir con los objetivos de la investigación. Finalmente, se pudo llegar a las conclusiones y recomendaciones útiles para todo aquel que esté interesado en implementar el odotipo como elemento de identidad de marca.
The market dynamism and saturation of it demands that brands incorporate new strategies to attract new buyers and retain more demanding costumers. For these reasons, brands have focused in the importance of how are related consumers and their senses. As a result, the opportunity to use one of the less exploited senses is born: the smell. This sense outstands because of its remembrance level and association with brand benefits. Therefore, the smell can be considerated as one of the elements of the brand identity, it’s called odotype and can be defined as the aromatic form that identify a brand. This study was realized In order to analyze the conditions for an odotype implementation as a brand element; a qualitative methodology was used by the application of semi-unstructured interviews to a branding and planning specialists. As a result, chapter four presents the analysis of the information collected and explains how it contributes to other investigation objectives. Finally conclusions and useful recommendations were exposed to every interested in odotype implementation as an element of brand identity.
The market dynamism and saturation of it demands that brands incorporate new strategies to attract new buyers and retain more demanding costumers. For these reasons, brands have focused in the importance of how are related consumers and their senses. As a result, the opportunity to use one of the less exploited senses is born: the smell. This sense outstands because of its remembrance level and association with brand benefits. Therefore, the smell can be considerated as one of the elements of the brand identity, it’s called odotype and can be defined as the aromatic form that identify a brand. This study was realized In order to analyze the conditions for an odotype implementation as a brand element; a qualitative methodology was used by the application of semi-unstructured interviews to a branding and planning specialists. As a result, chapter four presents the analysis of the information collected and explains how it contributes to other investigation objectives. Finally conclusions and useful recommendations were exposed to every interested in odotype implementation as an element of brand identity.
Link to repository: http://hdl.handle.net/10757/625508
Discipline: Comunicación y Publicidad
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Licenciado en Comunicación y Publicidad
Register date: 15-Apr-2019
This item is licensed under a Creative Commons License