Citas bibligráficas
Aysanoa, M., (2020). El debranding aplicado en las marcas peruanas de alimentos. Caso San Fernando [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653971
Aysanoa, M., El debranding aplicado en las marcas peruanas de alimentos. Caso San Fernando [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653971
@misc{renati/393047,
title = "El debranding aplicado en las marcas peruanas de alimentos. Caso San Fernando",
author = "Aysanoa Salazar, Miranda Noemí",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Technology and the development of new platforms allow a large number of messages, advertisements and images to be shared daily, making it difficult to communicate between brands with their users, this phenomenon is called information saturation. Given this situation of complexity in the understanding of users, brands need to use new strategies to connect with their customers. In this way, debranding arises and its ability to make use only of the most essential of the brand, simplifying the message for the recipients. Although Peruvian food companies carry out brand renewal processes from time to time, pointing to the synthesis, they do not carry out the debranding process in its entirety and there is no planning of the process, since the characteristics of the process are used automatically. The main objective of this research is to analyze the way in which the debranding process in food brands in Peru is developed, based on the case of San Fernando. To do this, a qualitative approach investigation was carried out based on the documentary analysis and the semi-structured interview. The result of the investigation was that the term debranding is not used in a planned way in Peru, but is performed intuitively, due to the evolution in the needs and priorities of the consumer. Also, the brand analyzed, has not completed the debranding strategy, despite this, it has the conditions in its favor to achieve it.
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