Actualmente, las marcas han saturado diversos medios de comunicación a través de anuncios publicitarios reiterativos que han generado un rechazo de los potenciales consumidores. Ante esta problemática, tanto las marcas como las agencias de publicidad han optado por utilizar diferentes estrategias para generar posicionamiento. Entre estas, el humor es uno de los principales recursos para conectar con las personas y generar un compromiso con ellas. En este contexto, nuestro objetivo principal es analizar cómo el humor popular peruano en la publicidad ayuda al posicionamiento de las marcas de telefonía en un público de estudiantes de ingeniería industrial entre 18 y 24 años de la PUCP. Caso: Yungay-Entel. Nuestra metodología es cualitativa, debido a que la información recolectada es en base a los comportamientos y actitudes de los entrevistado con respecto al tema analizado. Por un lado, realizaremos entrevistas semiestructuradas y encuestas a nuestro público objetivo para identificar qué percepción tienen acerca de la publicidad humorística en el Perú. / At the present, brands have saturated various media through repetitive advertisements that have generated rejection from potential consumers. Faced with this problem, both brands and advertising agencies have chosen to use different strategies to generate positioning. Among these, humor is one of the main resources to connect with people and generate a commitment to them. In this context, our main objective is to analyze how the Peruvian popular humor in advertising helps the positioning of the telephone brands in a public of industrial engineering students between 18 and 24 years of the PUCP. Case: Yungay-Entel. Our methodology is qualitative, since the information collected is based on the behaviors and attitudes of the interviewees regarding the analyzed topic. On the one hand, we will carry out semi-structured interviews and surveys of our target audience to identify their perception of humorous advertising in Peru. / Trabajo de investigación

El desarrollo de la tecnología ha logrado que esta se implemente de forma eficiente en diversos aspectos de nuestras vidas, donde juega un rol casi vital en algunas de ellas. Dentro de esta era tecnológica, no podemos dejar pasar el boom de Internet y todo lo que trajo consigo, especialmente si deseamos enfocarnos en un público que responde a la generación millennial. Esta red fue desarrollándose a lo largo de muchos años, hasta que llegaron las conocidas redes sociales, las cuales logran tener una influencia muy importante en cuanto al consumo del público anteriormente mencionado. Los jóvenes son más vulnerables ante tales plataformas, ya que gran parte de ellos han nacido rodeados de las mismas, por lo que tienden a guiarse de estas como uno de los modelos principales a los que consultan previamente, antes de tomar una decisión de compra. Debido a esto, es que renacen los tan conocidos “Influencers”, que representan un modelo a seguir y una fuente de confianza y cercanía. Debido a la gran influencia que representan estos personajes, muchos mercados, tanto positiva como negativamente, se han visto afectados en la fluidez del consumo de los servicios y productos que ofrecen. Uno de estos rubros es el de restaurantes, los cuales dan uso a estos líderes de opinión como estrategias publicitarias para lograr captar la atención de un público altamente influenciable y lograr un posicionamiento deseado entre sus potenciales clientes. En consecuencia, el presente trabajo investiga cómo se genera un posicionamiento de marca por parte de los consumidores con el uso de los influencers como una estrategia publicitaria en el rubro de restaurantes. / The development of technology has achieved its efficient implementation in various aspects of our lives, where it plays an almost vital role in some of it. Within this technological age, we cannot pass up the Internet boom and all that it brought with it, especially if we want to focus on an audience that responds to the millennial generation. This network was developed over many years, until the well-known social networks arrived, which manage to have a very important influence in terms of the consumption of the aforementioned public. Young people are more vulnerable to such platforms, since a large part of them were born surrounded by them, so they tend to be guided by these as one of the main models they consult previously, before making a purchase decision. Because of this, the well-known "Influencers" are reborn, representing a role model and a source of trust and closeness. Due to the great influence that these characters represent, many markets, both positively and negatively, have been affected in the fluidity of consumption of the services and products they offer. One of these areas is restaurants, which use these opinion leaders as advertising strategies to attract the attention of a highly influential public and achieve a desired position among their potential customers. Consequently, the present work investigates how a brand positioning is generated by consumers with the use of influencers as an advertising strategy in the restaurant sector. / Trabajo de investigación

Den ökade globaliseringen och digitaliseringen har resulterat i en hård konkurrens på marknaden. För att ett företag ska lyckas driva igenom sitt budskap till potentiella kunder krävs det att företagets budskap är kort, koncist och slagkraftig. En företagslogotyp har möjligheten att skapa varumärkeskännedom och konkurrensfördelar samtidigt som den är enkel att lägga på minnet. Företagslogotypen kopplas till kärnan i företaget och består av olika designelement som färg, form, symboler och typsnitt. Syftet med studien var att undersöka de olika designelementen i svenska modeföretags logotyper för förstå hur dom uppfattas och hur dom påverkar varumärkeskommunikationen. Studien använder sig utav en kvantitativ forskningsmetod och är baserad på en enkätstudie där respondenterna hade möjlighet att utvärdera svenska modeföretags logotyper. För att undvika tidigare associationer hos respondenterna innehöll enkäten även fabricerade logotyper, framtagna för studien. Resultaten visade att designelement har en viss påverkan på varumärkeskommunikation. Färg var det designelement som visade sig ha störst påverkan i resultatet. / Due to the increased globalization and digitalization, companies face greater market competition. In order for a company to succeed, they need to be able to communicate with their potential customers. As the market is saturated, the message needs to be short, concrete and powerful. A company logotype carries the ability to create brand awareness and competitive advantages whilst being easy to absorb. It is connected to the core of the company and consists of different visual elements such as colors, shapes, symbols and font. The aim of this study was to examine the different design elements in Swedish fashion companies’ logotypes in order to understand how they are perceived by consumers and what they communicate. The study used a quantitative research method and was based on a survey in which respondents were asked to examine Swedish fashion companies’ logotypes. In order to avoid previous associations, the survey also contained fictitious logotypes invented for the survey. The results of the study presented that design elements impact brand communication to a certain limit. The impacts of the design elements differ from each other, and the influence of color had the most distinct result.

Under det senaste decenniet har informationsteknologin utvecklats explosionartat. Införandet av smartphones och surfplattor som alltid är anslutna till Internet har förändrat vårt sätt att "konsumera" den. Allt detta ledde till digitaliseringen av betting tjänster och flytten till Internet. I deras tidiga dagar hade online betting tjänster ett lätt jobb att göra när det gällde positionering, de behövde bara finns på Internet och det var det som lockade kunder. Men tiderna har förändrats och online betting tjänster står inför nya utmaningar. De måste hitta en tydlig positionering och ha en konkurrensfördel gentemot sina konkurrenter, men det är inte en lätt uppgift. Därför koncentrerade sig denna studie på en utredning av positioneringen för dessa tjänster. Fallstudietillvägagångssätt valdes för detta examensarbete och det undersökta företaget var Betsson Group, som är ett av de större företagen med många varumärken i sin portfölj. Forskningen är begränsad till deras tre mest populära varumärken: Betsson, Betsafe och NordicBet med undantag för text mining där Bet365 (en konkurrent) också analyserades. Empirisk data som samlades in under denna studie kom från intervjuer på fallstudieföretaget,frågeformulär besvarat av kunder och genom text mining av online betting tjänsters omdömen. Studien resulterade i att hitta gapet mellan positioneringen av företaget, kunderna och online recensenterna. Kundernas vy och recensenters vy överrensstämmer ganska bra, men  öretagets uppfattning är helt avvikand. När kunderna väljer online betting tjänst bryr de sig mest om bästa odds, bonusar och mängden av betts, där å andra sidan företag placerar sig på ett statiskt sätt med målgrupper: folklig, nerdy och lyxig. Kunderna tenderar att inte bry sig om varumärkespositioneringen och driver företag in i ett priskrig, men samtidigt måste de känna igen varumärket för att lita på det med sina pengar. Studien bidrar till att förstå kunders vy när de väljer en online betting tjänst och denna  spekt kan generaliseras för hela online bettingindustrin. Dessutom kan en del av teorierna appliceras på andra online tjänster där bästa pris söks. / During the last decade, IT had a big burst. The introduction of smartphones and tablets that are always connected to the Internet changed our way of “consuming” it. All that lead to digitalization of betting services and moving them to the Internet. In their early days online betting services had an easy job to do regarding positioning, they only needed to exist on the Internet and that attracted customers. But, times have changed and online betting services face new challenges. They must find a clear positioning and have a competitive advantage over their competitors, but that is not an easy task to do. Therefore, this study concentrated on the investigation of the positioning for these services. Case study approach was chosen for this thesis and the investigated company was Betsson Group, which is one of the bigger companies with many brands in their portfolio. However, the research was delimited to their three most popular brands: Betsson, Betsafe and NordicBet with exception to text mining where Bet365 (a competitor) were also analyzed. Empirical data gather during this study came from interviews at the case company, questionnaire with customers and through text mining of online betting services reviews. The study resulted in finding the gap, in positioning, between the company, the customers and the online reviewers. Customers view and reviewers view align quite well, however company view is completely unaligned. When choosing an online betting service, customers mostly care about best odds, bonuses and variety of bets, where on the other hand companies position themselves in a static way with targets group of folksy, nerdy and luxurious. Customers tend to not care about the brand positioning, and push companies into a price war, however, they need to know the brand in order to trust it with their money. The study contributes to understanding the customers view when they choose an online betting service and this aspect can be generalized for the online betting industry as a whole. Moreover, some of the theories can be applied to other online services where best price is searched for.

Изменение геополитической ситуации Крыма в марте 2014 года требует от органов власти формирования бренда указанной территории и правильное позиционирование бренда. Работа посвящена анализу проблем позиционирования бренда Крым в молодежной аудитории, как наиболее перспективной целевой аудитории, которая может составить основу человеческого капитала, необходимого для развития экономики Крыма в ближайшее время. В работе проведено исследование, направленное на определение актуального образа Крыма в сознании молодежи, проведен анализ текущего информационно-коммуникационного позиционирования бренда Крым органами власти и сравнительный анализ позиционирования бренда Крым органами власти и существующих представлений молодежи о Крыме. На основе полученных результатов разработана концепция позиционирования бренда Крым в молодежной аудитории, направленная на изменение отношения молодежи к Крыму, с учетом выявленных проблем позиционирования. / The change in the geopolitical situation of Crimea in March 2014 requires the authorities to form a brand of the specified territory and correctly position the brand. The work is devoted to the analysis of the problems of positioning the Crimea brand in a youth audience, as the most promising target audience, which can form the basis of human capital necessary for the development of the Crimean economy in the near future. The study conducted a study aimed at determining the current image of Crimea in the minds of young people, conducted an analysis of the current information and communication positioning of the Crimea brand by the authorities and a comparative analysis of the Crimea brand positioning by the authorities and existing youth perceptions of Crimea. Based on the results, a concept was developed for positioning the Crimea brand in a youth audience, aimed at changing the attitude of young people to Crimea, taking into account the identified positioning problems.

Balenciaga was one of the most influential fashion brands of 2022. Due to the attention the brand gets in traditional and social media, and their tendency to address political issues during their fashion shows, I consider it relevant to analyse what the brand communicates ideologically. Hence, this study aims to investigate what ideological values are portrayed through audio-visual elements in Balenciaga’s marketing of the Winter 22 collection. A multimodal critical discourse analysis was made on the Winter 22 runway show and campaign video – with support from theories concerning semiotics, discourse, ideology, hegemony, and brand positioning.   The study resulted in four ideological discursive main themes: climate, flight, celebrities, and fashion. Throughout the material a climate discourse was seemingly produced using extreme weather such as snowstorm, flooding, and drought. Grave-looking models walking through a snowstorm in impractical clothing, and the reading of a pro-Ukraine poem gave rise to a flight discourse – a flight caused by climate change or war. The campaign video had a visual focus on celebrities known for their work in popular culture or sports. A fourth pervading theme was fashion, showing a fixation on appearance despite harsh circumstances. These main discourses were used in a marketing genre implicating Balenciaga used climate change and social and political issues to generate more sales. Altogether, in the marketing of the Winter 22 collection Balenciaga used discourses regarding climate, flight, celebrities, and fashion to reproduce the western society’s hegemonic ideologies such as capitalism, materialism, consumerism, individualism, and elitism.

Esta monografía tuvo como propósito demostrar la importancia del marketing digital en el posicionamiento de marca de los productos y/o servicios en las empresas. Estudio investigativo de tipo monografico. Se recopiló información teórica de bases de datos científicas actualizadas, como Scopus, Cielo, Dialnet, Redalyc y Doaj; repositorios internacionales, nacionales y libros obtenidos física y digitalmente. Obteniéndose como resultado las siguientes conclusiones: El marketing digital ha cobrado relevancia, debido a que, viene siendo un intercambio en el proceso de planificación y ejecución para el desarrollo de actividades comerciales, en base a un grupo de instrumentos tecnológicos digitales, que fortalecen las acciones del marketing tradicional. Es decir, conservan la relación de las compañías con su target, mediante diversas plataformas virtuales, buscando conectar permanentemente con ellos para posicionar sus marcas. Asimismo, el alcance teórico del marketing digital comprende desde los elementos para ganar visibilidad en internet, para llegar a los clientes y para ser parte de la conversación. Y finalmente, el alcance teórico de posicionamiento de marca, definido como el resultado que se forma de las percepciones de los clientes, respecto a la recordación y asociación de marca, intención de recomendación y de fidelización. / The purpose of this monograph was to demonstrate the importance of digital marketing in the brand positioning of products and/or services in companies. Research study of monographic type. Theoretical information was collected from updated scientific databases, such as Scopus, Cielo, Dialnet, Redalyc and Doaj; international and national repositories and books obtained physically and digitally. The following conclusions were obtained as a result: Digital marketing has gained relevance, due to the fact that, it has been an exchange in the planning and execution process for the development of commercial activities, based on a group of digital technological instruments, which strengthen the actions of traditional marketing. That is, they maintain the relationship of companies with their target, through various virtual platforms, seeking to permanently connect with them to position their brands. Likewise, the theoretical scope of digital marketing includes elements to gain visibility on the Internet, to reach customers and to be part of the conversation. And finally, the theoretical scope of brand positioning, defined as the result that is formed from the perceptions of customers, regarding brand recall and association, recommendation and loyalty intention.

La investigación buscó analizar el posicionamiento del Centro de Especialidades Pediátricas KIDSalud en Chiclayo. Se empleó un tipo de investigación mixto y con un diseño no experimental descriptivo. La muestra estuvo conformada por 200 padres de familia de infantes en la ciudad de Chiclayo cuyos hijos son atendidos en centros privados de salud pediátrica. Se aplicó una encuesta de 3 preguntas abiertas y, en base a la información obtenida, se elaboró un instrumento de posicionamiento que fue validado por tres jueces expertos. Los resultados evidenciaron que los atributos más importantes para el cliente son la alta especialización de profesionales, la cordialidad del servicio de admisión y la puntualidad de atención; asimismo, a través de análisis de correspondencia, se determinó que KIDSalud y los demás centros de salud estudiados tienen un posicionamiento bajo. En base a esto, se propuso una estrategia de comunicación integral de marketing de naturaleza Copy Strategy titulada “Consúltale a tu pediatra”, tomando en cuenta los atributos de mayor importancia anteriormente encontrados y realizado a través del medio de comunicación más usado por el público objetivo. / The investigation searched to analyze the positionnement of the Center of Pediatric Specialities KIDSalud in Chiclayo. It was employed a mixed investigation type and with a descriptive no experimental design. The sample was conformed by 200 family parents of infants in the city of Chiclayo whose children are attended at private centers of pediatric health. A 3 open questions poll was applied and, based on the obtained information, a positionment instrument was elaborated which was validated by three judges. The results evidenced that the most important attributes for the client are the high specialization of professionals, the cordiality of the admission service and the attention punctuality; moreover, through correspondence analysis, it was determined that KIDSalud and the rest of the studied health center have a low positionment. Based on this, it was proposed an integral communication strategy of marketing of Copy Strategy nature titled “Consúltale a tu pediatra”, taking in mind that the attributes with highest importance previously found and done through the most used media by the target audience.

Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ”brand identity” and ”brand associations”, where the brand identity is the organization’s desired view of the brand, and the brand associations define the associations held by the consumers. Issues: What is Metro’s brand identity? What are the brand associsations of Metro in Karlstad? How well do the brand identity and the brand associations correspond? Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical terms are defined from literature regarding brands. Method: The study is carried out using a qualitative document analysis, interviews, and a quantitative survey. The document analysis was made on Metro’s own documents regarding values and target audience. The interviews were carried out with three interviewees from the organization of Metro. The survey was made as a group survey with 200 respondents where eight were removed as they did not qualify for the target audience. Results: The qualitative studies showed that the brand identity towards Metro’s readers is simple. Metro’s desire is that the the newspaper is seen as free, accessible, and that it summarizes the news. The survey showed that the readers of Metro in Karlstad choose Metro because it is free and accessible. They also gave Metro a good grade regarding summarizing of news. Conclusions: Metro keeps their brand identity towards readers simple, as the brand awareness is high and thereby don’t need a complex brand identity. The readers choose Metro because it’s free and accessible, and also think that Metro summarizes the news well. This is exactly what Metro wants to accomplish, and do so by keeping the brand identity simple. The correspondence between brand identity and brand associations is strong, and thereby contributes to a strong brand for Metro. Keywords: Metro, free newspaper, brand survey, brand identity, brand associations, brand, customer perceived value, brand positioning, brand equity, brand awareness. / Syfte: Syftet med denna uppsats är att göra en varumärkesundersökning på gratistidningen Metro i Karlstad. Undersökningen sker utifrån profil och image, där profilen är ledningens syn på hur varumärket ska se ut och imagen hur publiken uppfattar varumärket. Frågeställningar: Hur ser profilen ut för Metro? Hur ser imagen ut för Metro i Karlstad? Hur väl stämmer profil och image överens? Teoretiskt ramverk: Undersökningen genomförs ur ett medie- och kommunikationsvetenskapligt perspektiv, där begreppen profil och image definieras utifrån litteratur om varumärken. Metod: Undersökningen har genomförts genom en kvalitativ dokumentanalys, samtalsintervjuer samt en kvantitativ enkätundersökning. Dokumentanalysen gjordes på Metros egna dokument rörande värderingar och målgrupp. Intervjuerna skedde med tre respondenter från Metros organisation. Enkätundersökningen genomfördes som en typ av gruppenkät med 200 respondenter där åtta plockades bort på grund av att de inte tillhörde målgruppen. Resultat: De kvalitativa undersökningarna visade att Metro har en enkel profil mot sina läsare. De vill att tidningen ska ses som gratis, lättillgänglig och nyhetssammanfattande. Enkätundersökningen visade att Metros läsare i Karlstad väljer tidningen för att den är gratis och lättillgänglig. Läsarna gav också ett bra betyg gällande nyhetssammanfattandet. Slutsatser: Metro håller profilen mot läsare enkel, då de har en hög varumärkeskännedom och inte behöver någon komplex profil. Läsarna väljer Metro för att den är just gratis och lättillgänglig och tycker även att tidningen sammanfattar nyheter bra. Detta är just det Metro vill åstadkomma och gör det genom att hålla profilen enkel. Överensstämmelsen mellan profil och image är därför stark och bidrar till ett starkt varumärke för Metro. Nyckelord: Metro, gratistidning, varumärkesundersökning, profil, image, varumärke, customer perceived value, positionering, brand equity, varumärkeskännedom.

The role of best practice in delivering Company Strategy-Brand Promise delivering "Escape through Glamour," has become an issue for the management of Ster-Kinekor as the competitive set in the entertainment arena, increases and becomes aggressive. This has compounded by the digital explosion which has made home entertainment sexy and raised the benchmark of picture and sound quality. Prices are extremely competitive and this practice is supported by the criminal element, i.e. Piracy. The increase in live and televised sports entertainment, television entertainment in general and outdoor activities has contributed to the pressure in growing revenue. Ster-Kinekor has identified the new middle income segment as an opportunity for growth and has identified perceived value of the entertainment format as a key barrier. This is true for the Living Standard Measures (hereafter, LSM) 8, 9 and 10 segment of the market as well. The need to increase the perceived value of the brand and the entertainment it offers has been identified as a key issue by senior management. This study will highlight the concepts of branding and best practice within a review of Ster-Kinekor operational (best practice) interventions. This will be followed by a detailed analysis and interpretation of 800 intercept interviews which will inform the study concerning the market impact of the interventions. In addition, informal interviews were held with various members of management. Ster-Kinekor has introduced a number of initiatives, including a number of best practice interventions under a project entitled "Good to Great." This interventions are aimed at installing best practice within the business with the overall intention of improving customer experience and thereby driving the bottom line. The study therefore will analyse the impact of this these initiatives as intended by Ster-Kinekor management. In conclusion, the study will provide recommendations for consideration in order to enhance the perceived value. / Thesis (MBA)-University of KwaZulu-Natal, Westville, 2006.