Bibliographic citations
Menacho, D., Florián, L. (2016). Establecimiento de la identidad de marca para el posicionamiento de un restaurante grill en la ciudad de Trujillo - La Libertad, 2016 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/10019
Menacho, D., Florián, L. Establecimiento de la identidad de marca para el posicionamiento de un restaurante grill en la ciudad de Trujillo - La Libertad, 2016 [Tesis]. PE: Universidad Privada del Norte; 2016. https://hdl.handle.net/11537/10019
@misc{sunedu/3040822,
title = "Establecimiento de la identidad de marca para el posicionamiento de un restaurante grill en la ciudad de Trujillo - La Libertad, 2016",
author = "Florián Obando, Lorena Angélica",
publisher = "Universidad Privada del Norte",
year = "2016"
}
ABSTRACT The remarkable growth that has exhibited gastronomy in recent years - both in Peru and in the world- has promoted a wide of gastronomic offer range. In that context, it’s vitally important for these companies to build a brand that allows them to position themselves properly through a value proposition based on the client. In Trujillo, the grill restaurant competes with more than 1,800 restaurants of many types. Unlike them, this restaurant hasn’t developed a brand identity or a brand that differentiates it from others restaurants. So, the following question arises: What are the elements of brand identity to apply for positioning a grill restaurant in the city of Trujillo, La Libertad, 2016? To adress this question, we identify the current positioning of the company, their associations and the perception of the image projected by it. This allowed us to define the following hypothesis: the elements of brand identity for the proper positioning of a grill restaurant in the city of Trujillo are the brand name and the logotype. It should be noted that, to corroborate this hypothesis, a survey was applied to regular customers of both sexes between 18 and 45 years (following finite population sampling). We concluded that the components of brand identity tobe applied are the brand name and logotype, incluying the character, color, symbol and typography. These factors are directly linked toa personality reflected in the current positioning, which is not only based on good seasoning, but also an affordable price and strategic location of the premises where it is currently located. Finally, based on these results, we propose a design according to the positioning.
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