Citas bibligráficas
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"
}
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.
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