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Personificación de la marca

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  • Irene Ancin A.

Abstract

Con el pasar de los años, podemos observar que hay marcas que se mantienen en el mercado, otras que se van sumando y algunas que se van olvidando, pero esto sucede por la falta de seguimiento que le damos a las mismas, la personificación de la marca permite que el consumidor tenga una apreciación del producto para adaptarla a su necesidad. Las marcas les dan valor a los productos o servicios, considerando la experiencia que el consumidor tenga con el producto, este ayudará a desarrollar la percepción del mismo para su uso continuo. Revisaremos un poco el nacimiento y el crecimiento de las marcas así como también algunas estrategias de mercadeo como lo son la investigación de mercado y el retrobranding.

Suggested Citation

  • Irene Ancin A., 2018. "Personificación de la marca," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 242, april.
    • Handle: RePEc:erv:observ:y:2018:i:242:07
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    Personificación de la marca.;

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