Bibliographic citations
This is an automatically generated citacion. Modify it if you see fit
Alejos, A., (2023). El arte del rebranding minimalista y sus elementos percibidos por las coolhunting peruanas [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/672992
Alejos, A., El arte del rebranding minimalista y sus elementos percibidos por las coolhunting peruanas [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/672992
@misc{renati/415333,
title = "El arte del rebranding minimalista y sus elementos percibidos por las coolhunting peruanas",
author = "Alejos Benavides, Ariana",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Title: El arte del rebranding minimalista y sus elementos percibidos por las coolhunting peruanas
Other Titles: The art of minimalist rebranding and its elements perceived by Peruvian coolhunters
Authors(s): Alejos Benavides, Ariana
Advisor(s): García Cabel, Andrea Elvira
Keywords: Minimalismo; Identidad; Cambio de Marca; Burger King; Minimalism; Identity; Rebranding
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.04; https://purl.org/pe-repo/ocde/ford#5.00.00
Issue Date: 28-Nov-2023
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: La presente investigación analiza la tendencia del minimalismo en el rebranding en el caso de Burger King. El objetivo es analizar la percepción del rebranding minimalista de dicha marca en un público femenino de entre 25 a 30 años de edad, que trabajen en agencias publicitarias limeñas, en el cargo de coolhunting. Para ello, dentro del estudio, se utilizó un paradigma interpretativo, porque busca entender las acciones humanas, desde un enfoque cualitativo con diseño de estudio de caso. Asimismo, se diseñó una guía de preguntas para aplicar entrevistas semi estructuradas gracias a las cuales se pudo recabar distintos puntos de vista. Para el presente estudio, se entrevistaron a 20 publicistas, ya que este público tiene una visión mucho más orientada a la tendencia actual del minimalismo y por sus conocimientos intuyen cómo es que puede ser percibida en los consumidores peruanos, específicamente en el caso de estudio. Los hallazgos principales demuestran que la teoría coincide indistintamente con las opiniones de nuestras participantes sobre todo, cuando señalan las múltiples ventajas del minimalismo en la publicidad de la marca.
This research analyzes the trend of minimalism in rebranding in the case of Burger King. The objective is to analyze the perception of the minimalist rebranding of said brand in a female audience between 25 and 30 years of age, who work in Lima advertising agencies, in the position of coolhunting. To do this, within the study, an interpretive paradigm was used, because it seeks to understand human actions, from a qualitative approach with a case study design. Likewise, a question guide was designed to apply semi-structured interviews, thanks to which different points of view could be gathered. For the present study, 20 advertisers were interviewed, since this audience has a much more oriented vision of the current trend of minimalism and from their knowledge they intuit how it can be perceived by Peruvian consumers, specifically in the case study. The main findings demonstrate that the theory coincides indiscriminately with the opinions of our participants, especially when they point out the multiple advantages of minimalism in brand advertising.
This research analyzes the trend of minimalism in rebranding in the case of Burger King. The objective is to analyze the perception of the minimalist rebranding of said brand in a female audience between 25 and 30 years of age, who work in Lima advertising agencies, in the position of coolhunting. To do this, within the study, an interpretive paradigm was used, because it seeks to understand human actions, from a qualitative approach with a case study design. Likewise, a question guide was designed to apply semi-structured interviews, thanks to which different points of view could be gathered. For the present study, 20 advertisers were interviewed, since this audience has a much more oriented vision of the current trend of minimalism and from their knowledge they intuit how it can be perceived by Peruvian consumers, specifically in the case study. The main findings demonstrate that the theory coincides indiscriminately with the opinions of our participants, especially when they point out the multiple advantages of minimalism in brand advertising.
Link to repository: http://hdl.handle.net/10757/672992
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
Juror: Castro Bernardini, María José; Troncos Saenz, Karina Raquel; Chávez Chuquimango, María Angélica
Register date: 12-Mar-2024
This item is licensed under a Creative Commons License