Bibliographic citations
Castro, M., Gastañadui, I. (2018). Relación entre la identidad de marca y el posicionamiento de una empresa de calzado en la ciudad de Trujillo durante el periodo 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/13582
Castro, M., Gastañadui, I. Relación entre la identidad de marca y el posicionamiento de una empresa de calzado en la ciudad de Trujillo durante el periodo 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/13582
@misc{sunedu/2809312,
title = "Relación entre la identidad de marca y el posicionamiento de una empresa de calzado en la ciudad de Trujillo durante el periodo 2018",
author = "Gastañadui Sandoval, Italo",
publisher = "Universidad Privada del Norte",
year = "2018"
}
The commercial development in the footwear sector in recent years in Peru has driven a wide range in this area, because now manufacturers develop their own brands, which allow them to position themselves through quality, the main feature that imported brands present in the local market they do not have. In this context, it is of utmost importance that brands develop their identity to help them position themselves in the minds of consumers. In the Trujillo market, brands that have developed a brand identity that help them position themselves against the competition based on their value proposition are lacking. For this reason the following question is posed: To what extent is the brand identity and positioning of a footwear company related during the 2018 period? To answer this question, we identified two variables, brand identity and current positioning of the company, which reflects the associations, brand value, perception, brand loyalty and attributes, which allowed us to define the following hypothesis: There is no relationship between the Brand identity and the positioning of a shoe company in the city ofTrujillo. It should be noted that a survey was applied to clients of the subject of study of female sex ranging from 18 to 35 years, following the sampling criterion of the finite population. According to the results obtained through the surveys, sexy girl got a 23.76%, they were completely in agreement so the clients relate this characteristic to the brand. And it follows with a 28.33% avant-garde woman. Continuing with the results obtained through the survey, it shows that women aged 26 to 29 had 31%. Finally, the differential feature that was most welcomed was Fashion, where it received a reception of 22.95%, referring to it is excellent. it is followed by a 22.81% status and ending with the quality characteristic with 23.73% which is good. Result of this investigation it is concluded that by means of the chi-squared method a 3.5 was obtained that is smaller than the theoretical one that is 18, this implies that the hypothesis is null because the brand identity and the positioning are not related by what they are totally independent, because there is no brand identity strategically developed to help them position themselves.
This item is licensed under a Creative Commons License