Construcción de una marca retail a partir de una marca producto. Casos Barbarian y Miss Cupcakes
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Authors
Vargas Bianchi, María JoséAdvisors
Katayama Omura, Roberto JuanIssue Date
2017-11-03
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Bianchi, V., & José, M. (2017). Construcción de una marca retail a partir de una Casos Barbarian y Miss Cupcakes. Universidad Peruana de Ciencias Aplicadas (UPC), Lima, Perú. Retrieved from http://hdl.handle.net/10757/623374Abstract
El gestor de marca que tiene un producto y, luego de un tiempo prolongado en el mercado, decide desarrollar un espacio retail basado en su propio producto, lidera un proceso peculiar de creación de marca. Este proceso es el objeto de estudio de esta investigación: crear de una marca producto, una marca retail. Se toma como casos prácticos la tienda de cupcakes Miss Cupcakes y la cervecería-bar Barbarian. Ambos emprendimientos limeños iniciaron sus operaciones con una marca producto y, por distintos motivos, ven la necesidad de abrir un retail propio y rápidamente se ven obligados a tomar decisiones de cómo adaptar su marca a un espacio multisensorial como lo es el retail.The brand manager that has a product and, after a long time in the market, decides to develop a retail space based on its own product, leads a peculiar process of brand creation. This process is the object of study of this research: creating a retail brand out of a product brand. The cupcakes shop Miss Cupcakes and the restaurant-bar Barbarian are taken as two case studies. Both Lima-based enterprises started their operations with a product-only brand and, for different reasons; they saw the need to open their own retail store. Both owners are quickly forced to make decisions about how to adapt their brand to a multisensory space such as retail.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessLanguage
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