Browsing by Author "Andocilla Rosero, José Gabriel"

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    Los odotipos como estrategia para reforzar la identidad de marca de la empresa Energy Denim
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-07) Andocilla Rosero, José Gabriel; Cabrera Yaguana, Diego René
    In Ambato as a commercial town surrounded by stores of clothes and footwear, is beneficial learn new ways to attract customers for both companies and micro enterprises requiring you to stand out from the competition. That is why the research project, is based on the merger between branding and scent marketing, two areas that complement each other in a mutual relationship. That is why it is necessary to mention it broke of problems focused on the remembrance of the brands. I.e., what senses do the customer to remember a brand, for example the view through an attractive graphics, the ear by means of a specific sound as an advertising jingle taste through a characteristic flavor of a product, the touch through tex You turas possesses a certain packaging. Why is that a mark is a complex structure since the consumer perceives it more human and sensory way. However research has focused on the sense of smell, a forgotten sense in the field of branding and marketing, but at the same time a powerful sense as compared to view human recalls two hundred colors but has the ability to recall up to ten thousand fragrances, main reason to develop a proposal based on a sensory experience, which consists of the approach of customer to the brand through the sense of smell. The surveys carried out men from 20 to 35 years of age and the interview obtained by the company (SENSIA olfactory marketing) were of vital importance to enrich research. The importance of this research project has a great contribution, since the brand identity acquires a new component which is the odotype, which would become a key element to strengthen brand identity and position in the mind of the public.