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Kongfook, L., (2021). Manual de identidad de marca “sol del norte” [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14730
Kongfook, L., Manual de identidad de marca “sol del norte” []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14730
@misc{sunedu/3058249,
title = "Manual de identidad de marca “sol del norte”",
author = "Kongfook Martinez, Leonardo Fernando",
publisher = "Universidad de Lima",
year = "2021"
}
Title: Manual de identidad de marca “sol del norte”
Authors(s): Kongfook Martinez, Leonardo Fernando
Advisor(s): Bernal Quijano, Miguel Gustavo
Keywords: Branding (Marketing); Marcas comerciales; Identidad visual; Logotipos (Símbolos); Imagen corporativa; Trademarks; Visual identity; Logos (Symbols); Corporate image
OCDE field: http://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2021
Institution: Universidad de Lima
Abstract: El presente trabajo consiste en la creación y desarrollo del manual de identidad
corporativa que permita sistematizar y organizar los lineamientos para la marca de
chifles piuranos “Sol del Norte”. En línea con este objetivo, se realizó un estudio de
mercado, partiendo con la revisión bibliográfica de artículos relacionados tanto al
mercado de snacks, como al campo de investigación comunicacional pertinente para
este proyecto. De la misma manera, con el fin de entender las dinámicas que se
desarrollan en la comercialización de dicho producto, se observaron los principales
puntos de venta y distribución de chifles en el mercado limeño y piurano. Usando la
información recogida como insumo, se planteó un storytelling a modo de base para el
planteamiento de la marca, que enmarcó los lineamientos para la elección del nombre,
logotipo, la construcción del brandbook y la elaboración de los demás elementos
constituyentes del branding. En paralelo, los avances fueron sometidos a sucesivas
validaciones con expertos en la materia y el público objetivo, recopilando data y
valoraciones relevantes para la identificación de aspectos de mejora. Finalmente, hechas
las modificaciones correspondientes, se generó la versión final del documento expuesto
en la presente.
In the present project, attention was focused on the creation and development of the brand identity manual for the Piuran chifles (banana chips) brand “Sol del Norte”. In order to reach this goal, a bibliographic research of articles related to the snacks market and the communicational field associated to this project was made. In addition to that, looking forward to understanding the dynamics of the product marketing activities, the main selling and distribution points in Piura and Lima were observed. Based on the information collected, a storytelling that could be used as the foundations for the draft communications that allows designing the brand naming, narrative, personality, and visual aspects, was elaborated. The project was submitted to constant evaluation by communication experts and target audience, collecting valuable data and appreciations to identify aspects for improvement. The final version of the brand book attached to the present work paper, was made taking into consideration the mentioned recommendations.
In the present project, attention was focused on the creation and development of the brand identity manual for the Piuran chifles (banana chips) brand “Sol del Norte”. In order to reach this goal, a bibliographic research of articles related to the snacks market and the communicational field associated to this project was made. In addition to that, looking forward to understanding the dynamics of the product marketing activities, the main selling and distribution points in Piura and Lima were observed. Based on the information collected, a storytelling that could be used as the foundations for the draft communications that allows designing the brand naming, narrative, personality, and visual aspects, was elaborated. The project was submitted to constant evaluation by communication experts and target audience, collecting valuable data and appreciations to identify aspects for improvement. The final version of the brand book attached to the present work paper, was made taking into consideration the mentioned recommendations.
Link to repository: https://hdl.handle.net/20.500.12724/14730
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Villacorta Calderón, Rocio; Ledesma Raraz, Pedro; Bernal Quijano, Miguel
Register date: 14-Dec-2021; 14-Dec-2021
This item is licensed under a Creative Commons License