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Ego, A., Fuentes, F., Rodriguez, M., Venegas, R. (2020). Proyecto Agencia de Brand Integration “León” [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653238
Ego, A., Fuentes, F., Rodriguez, M., Venegas, R. Proyecto Agencia de Brand Integration “León” [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653238
@mastersthesis{renati/391998,
title = "Proyecto Agencia de Brand Integration “León”",
author = "Venegas Quintero, Rodrigo Ricardo",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Title: Proyecto Agencia de Brand Integration “León”
Other Titles: Brand Integration Proyect Agency: “León”
Authors(s): Ego Aguirre León, Alberto Andrés; Fuentes Rivera Lau, Franco; Rodriguez Palacios, Mabel Azucena; Venegas Quintero, Rodrigo Ricardo
Advisor(s): Vega Amat y León, Ximena
Keywords: Integración de marca; Identidad de marca; Contenido de marca; Gestión comercial; Brand integration; Brand identity; Brand content; Commercial management
OCDE field: http://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 21-Aug-2020
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: El presente trabajo busca dar a conocer el concepto y la puesta en práctica de una empresa de Brand Integration. Concepto de comunicación que busca mediante el entretenimiento comunicar de manera eficiente la intención y los valores de la marca.
El Brand Integration utiliza herramientas del mundo del entretenimiento para generar la atención del target y de esta manera poder comunicar de manera eficiente. Busca que los consumidores se acerquen al mensaje de manera propia, intenta eliminar el acercamiento incómodo que, hoy, genera la publicidad para el consumidor. De esta manera se aporta al entretenimiento del consumidor y se comunica de manera eficiente.
Asimismo, el Brand Integration representa una nueva oportunidad de negocio no solo para las agencias sino también para los clientes ya que al ser dueños del contenido pueden también distribuirlo. De esta manera ya no solo tendrán que invertir por colocar su publicidad, sino que pueden hasta llegar a rentabilizar su comunicación.
El Brand Integration es una herramienta muy poderosa para comunicar que, en otros mercados, con industrias de entretenimiento más potentes, funcionan muy bien. En el Perú se presentan varios retos para poder volver poderosa esta herramienta:
Introducir el concepto en las áreas de Marketing
Dar a entender el modelo de negocio de Brand Integration
Buscar empresas con apuestas a largo plazo
Encontrar partners de entretenimiento interesados en este modelo de negocio
This paper seeks to publicize the concept and implementation of a Brand Integration company. It’s a communication concept that seeks through entertainment to efficiently communicate the intention and values of the brand. Brand Integration uses tools from the world of entertainment to generate the attention of the target and thus be able to communicate efficiently. We want consumers to approach the message in their own way, trying to eliminate the uncomfortable approach that, today, advertising generates for the consumer. In this way it contributes to the entertainment of the consumer and communicates efficiently. Likewise, Brand Integration represents a new business opportunity not only for agencies but also for clients since by owning the content they can distribute it as well. In this way, they will not only have to invest to place their advertising, but they can even make their communication profitable. Brand Integration is a very powerful tool to communicate that, in other markets, with more powerful entertainment industries, they work very well. In Peru there are several challenges to making this tool powerful: Introducing the concept in the marketing departments Understanding the business model of Brand Integration Finding companies with long-term investments Finding entertainment partners interested in this business model
This paper seeks to publicize the concept and implementation of a Brand Integration company. It’s a communication concept that seeks through entertainment to efficiently communicate the intention and values of the brand. Brand Integration uses tools from the world of entertainment to generate the attention of the target and thus be able to communicate efficiently. We want consumers to approach the message in their own way, trying to eliminate the uncomfortable approach that, today, advertising generates for the consumer. In this way it contributes to the entertainment of the consumer and communicates efficiently. Likewise, Brand Integration represents a new business opportunity not only for agencies but also for clients since by owning the content they can distribute it as well. In this way, they will not only have to invest to place their advertising, but they can even make their communication profitable. Brand Integration is a very powerful tool to communicate that, in other markets, with more powerful entertainment industries, they work very well. In Peru there are several challenges to making this tool powerful: Introducing the concept in the marketing departments Understanding the business model of Brand Integration Finding companies with long-term investments Finding entertainment partners interested in this business model
Link to repository: http://hdl.handle.net/10757/653238
Discipline: Maestría en Dirección de Marketing y Gestión Comercial
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Escuela de Postgrado
Grade or title: Maestro en Dirección de Marketing y Gestión Comercial
Register date: 28-Oct-2020
This item is licensed under a Creative Commons License