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The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.

Geographical Indications are signs used for goods that have a specific geographical origin and hold quality, reputation or characteristics that are essentially attributable to that origin. Geographical Indications and Trademarks are distinctive signs that allow producers to protect their established reputation against imitation or fraud. The use of Geographical Indication by regions that provide services has different goals of Geographical Indications by producing regions of tangible goods. Geographical Indication does not ensure legal exclusivity to the services offered by a technology park, or, more generally, by a Local Productive Arrangement. Thus, there is no clarity whether the derivatives strategic attributes of Geographical Indication - especially reputation - can generate competitive advantage. This study aims to check that the Geographical Indication gives competitive advantage and positive reputation to the local productive arrangement Porto Digital. Descriptive crosssectional study was conducted with 10 customers and 25 managers of companies belonging to the technological park Port Digital. A questionnaire was applied based on the customer-based brand equity model addressing the characterization of the companies and the values assigned by managers and customers to adherence, quality, superiority, consideration and credibility of Porto Digital Brand. Data and scores obtained were subjected to correlation analysis. Values above the mean score for Brand Judgment were obtained both by customers and by managers, and values above the mean score for Brand Adherence where obtained by managers. There was no significant correlation between billing, number of employees or age of companies and their assigned scores for Judgment and Adherence. Judgment and Adherence are correlated. Porto Digital brand gives positive brand judgment to the services offered by the technological park. / As Indicações Geográficas (IG) são sinais utilizados para bens que têm uma origem geográfica específica e possuem qualidade, reputação ou características essencialmente atribuíveis àquela origem. As IG, como marcas registradas, são sinais distintivos que permitem aos produtores proteger sua reputação estabelecida contra imitação ou fraude. A IG para o setor de serviços possui objetivos diferentes das de regiões produtoras de bens tangíveis, pois não confere exclusividade legal aos serviços oferecidos por um parque tecnológico, ou, mais geralmente, por um Arranjo Produtivo Local. Desta forma, não há clareza se os atributos estratégicos derivados da IG - sobretudo a reputação podem gerar vantagem competitiva. Assim, com este trabalho objetivou-se verificar se a IG confere vantagem competitiva e reputação positiva ao arranjo produtivo local Porto Digital. Para isto, foi realizado estudo transversal, de caráter descritivo com 10 clientes e 25 gestores de empresas pertencentes ao parque tecnológico Porto Digital. Foi aplicado questionário baseado no modelo customer-based brand equity abordando a caracterização das empresas quanto a seu faturamento, número de funcionários e tempo de alocação no parque tecnológico; e os valores atribuídos pelos gestores e clientes para Adesão, Qualidade, Superioridade, Consideração e Credibilidade da Marca Porto Digital. Os dados e escores obtidos foram comparados e submetidos a análise de correlação.Foram obtidos valores acima do escore médio (e=3,27) para o Julgamento de Marca, tanto por clientes quanto por gestores, e valores acima do escore médio (e=3,45) para a Adesão à Marca pelos gestores. Foi verificada baixa correlação entre faturamento e Julgamento (r=0,18) e faturamento e Adesão (r=0,29). Não foram verificadas correlações significativas entre número de funcionários ou tempo de embarque das empresas e seus escores atribuídos para Julgamento e Adesão (r<0,1). Foi verificada correlação significativa (r=0,72) entre Julgamento de Marca e Adesão à Marca. Concluiu-se que a Marca Porto Digital confere Julgamento de Marca positivo aos serviços oferecidos pelo parque tecnológico.

Esta investigación busca validar la posible relación entre el brand equity de Rappi y el nivel socioeconómico de usuarios de aplicativos de delivery de 25 a 35 años de Miraflores y Los Olivos. La metodología de la investigación fue de carácter cuantitativo, realizando encuestas a una muestra representativa de la población de estudio. Este tema se desarrolla a través de los diversos modelos de los autores que investigan y se especializan en las valuaciones de empresas según el brand equity de la misma. Analizando el caso específico de Rappi en Miraflores y Los Olivos, se ha logrado entender la relación existente entre la creación de un brand equity y el nivel socioeconómico. Esta investigación examina los cinco niveles del brand equity: el brand awareness, asociación de marca, lealtad de marca, calidad percibida y el derecho de propiedad, a través del modelo impuesto por David Aacker, padre de la teoría, el cual hace posible entender el proceso de construcción de un brand equity y todas las variables exógenas que repercusionan en dicha construcción. / This research seeks to validate the possible relationship between Rappi's brand equity and the socioeconomic level of users of delivery applications from 25 to 35 years old in Miraflores and Los Olivos. The methodology of the research was of a quantitative nature, carrying out surveys to a representative sample of the study population. This topic is developed through the various models of authors who research and specialize in the valuation of companies according to their brand equity. By analyzing the specific case of Rappi in Miraflores and Los Olivos, it has been able to understand the relationship between the creation of a brand equity and the socio-economic context. This research examines the five levels of brand equity: brand awareness, brand association, brand loyalty, perceived quality and property rights, through the model imposed by David Aacker, the father of the theory, which makes it possible to understand the process of building brand equity and all the exogenous variables that affect this construction. / Trabajo de investigación

En la actualidad peruana, existe una tendencia hacia la comida saludable, la cual está generando muchos cambios en el mercado, ya que los consumidores están teniendo otro comportamiento frente a las marcas de comida no saludable, como la de sopas instantáneas, y están bajando su frecuencia de consumo o dejando de consumirlas. Sin embargo, existen otros factores que tienen mucho más predominancia que las tendencias actuales. Específicamente, se investigará de la categoría de sopas instantáneas y el factor de rápida preparación, el cual se acomoda al estilo de vida que llevan hoy en día las madres modernas o los jóvenes en general. Sin embargo, algunas personas prefieren perder un poco de tiempo con tal de consumir un producto saludable o hecho en casa. Por ello, las marcas están utilizando estrategias de marketing como el Brand equity, con el objetivo de darle un valor de marca a su producto que pueda superar esta tendencia saludable que viene aumentado cada año. Tomando en consideración los hallazgos cualitativos y cuantitativos, por medio de la regresión lineal múltiple y las técnicas de focus Group y entrevistas se pudo determinar que no la variable de moda (salud) y tiempo (rapidez) no influye de manera relevante e influyente en la situación de compra de sopas instantáneas. Por este motivo, la presente investigación tiene utilidad en la categoría de sopas instantáneas. / Currently in Peru, there is a trend towards healthy food, which is generating many changes in the market, since consumers are behaving differently towards unhealthy food brands, such as instant soups, and are lowering their frequency of consumption or stopping consuming them. However, there are other factors that are much more prevalent than current trends. Specifically, we will investigate the category of instant soups and the quick preparation factor, which accommodates the lifestyle that modern mothers or young people in general lead today. However, some people prefer to waste a little time consuming a healthy or homemade product. For this reason, brands are using marketing strategies such as Brand equity, with the aim of giving their product a brand value that can overcome this healthy trend that has been increasing every year. Taking into consideration the qualitative and quantitative findings, by means of multiple linear regression and the techniques of focus group and interviews it was possible to determine that the variable of fashion (health) and time (speed) does not influence in a relevant and influential way the instant soup purchase situation. For this reason, this research is useful in the category of instant soups. / Trabajo de investigación

In this thesis there is applied knowledge of marketing communication and is proposed communication mix with new trends as part of the concept of communication strategy. Final design of marketing communication had been preceding the analysis of general, occupational and internal environment of the company and evaluation of the current situation.

En la actualidad, las RRSS se han convertido en una herramienta fundamental, de tal manera que no solo influyen en conexiones personales y sociales, sino que ahora también influyen en la manera de hacer negocios. En cuanto a los restaurantes las redes sociales han permitido crear vínculos y generar experiencias con el consumidor. Partiendo de este punto, esta investigación busca identificar el Brand Equity en el Social Media con relación a la intención de compra de marcas de restaurantes. Para fines de la investigación, se revisó bibliografía oportuna y actualizada respecto a temas de Social Media en restaurantes. Además se utilizaron distintos autores como mayor fuente de información. / Nowadays, Social Media have become a fundamental tool, in such a way that they not only influence personal and social connections, but now also influence the way of doing business. As for restaurants, social networks have made it possible to create links and generate experiences with the consumer. Starting from this point, this research seeks to identify the Brand Equity in Social Media in relation to the purchase intention of restaurant brands. For the purposes of the research, a timely and updated bibliography regarding Social Media issues in restaurants was reviewed. In addition, different authors were used as the main source of information. / Trabajo de investigación

El propósito de este trabajo de investigación es determinar si existe una relación significativa entre las variables Brand Equity, Brand Love e Intención de recompra. También, tiene como objetivo determinar el efecto que generan las variables mencionadas anteriormente en la categoría de dermocosmética. Además, el estudio se enfoca en las dimensiones de Brand Equity que propone David Aaker, las cuales son: lealtad, calidad, asociación y notoriedad de marca. Para llevar a cabo la investigación, se utilizó la metodología correlacional, donde se analizan dos variables independientes Brand Equity y Brand Love, las cuales ayudarán a identificar la relación con la variable dependiente Intención de recompra. Asimismo, se estudiará la relación que puede tener cada dimensión de Brand Equity respecto a la Intención de recompra. La investigación tendrá un enfoque cuantitativo, por ende, se realizarán encuestas a consumidoras de la categoría de dermocosmética de 25 a 55 años del NSE A y B. Para ello, la muestra estará conformada por 250 personas pertenecientes a la ciudad de Lima. Se realizará un muestreo no probabilístico, por lo cual la selección de la muestra será por conveniencia. / The purpose of this research work is to determine if there is a significant relationship between the variables Brand Equity, Brand Love and Repurchase intention. Also, it aims to determine the effect generated by the variables mentioned above in the dermocosmetics category. In addition, the study focuses on the dimensions of Brand Equity proposed by David Aaker, which are: loyalty, quality, association and brand awareness. To carry out the research, the correlational methodology was used, where two independent variables Brand Equity and Brand Love are analyzed, which will help to identify the relationship with the dependent variable Repurchase intention. Likewise, the relationship that each dimension of Brand Equity may have with respect to the repurchase intention will be studied. The research will have a quantitative approach, therefore, surveys will be conducted on consumers in the dermocosmetics category from 25 to 55 years of NSE A and B. For this, the sample will be made up of 250 people belonging to the city of Lima. A non-probabilistic sampling will be carried out, therefore the selection of the sample will be for convenience. / Trabajo de investigación

Problembakgrund: Sportorganisationer, lag och atleter har allt mer börjat ses som varumärken. Precis som att ett varumärke anses vara den absolut mest värdefulla tillgången för ett företag, är det en minst lika värdefull tillgång för sportorganisationer. Dock verkar många sportorganisationer ändå underskatta styrkan i deras varumärke. Problematiken i den tidigare varumärkeslitteraturen är att det verkar finnas ett kunskaps gap i hur man stärker en hel sports varumärke.  Syfte: Syftet med denna studie är att identifiera hur marknadskommunikationen idag ser ut hos en sportorganisation, där den huvudsakliga finansieringen kommer från spelmarknaden. Dessutom belysa vilka kommunikationsverktyg en sport effektivast kan använda i förhållande till resurser och maximal spridning. Slutligen beskriva hur en sportorganisation kan bygga upp ett starkare varumärke.  Metod: Studien är baserad på en fallstudie, där en kvalitativ metod valts och ett deduktivt angreppsätt. Undersökningens empiriska material utgörs av tre djupgående intervjuer med sportorganisationens marknadsavdelning och tre stycken fokusgrupper vilka representerades av hästspelare, sportspelare och neutrala individer, som utgör galoppsportens passiva målgrupp.  Slutsats: Studiens resultat visar att en sportorganisation kan stärka sitt varumärke genom att fokusera på den unika emotionella koppling som individer har till sporter, samt att strategiskt välja kommunikationskanaler som passar väl ihop med organisationens resurser och möjligheter. Slutligen måste en integrerad varumärkeskommunikationsplan integreras i alla sportens avdelningar, för att kunna koordinera budskap och kanaler på ett effektivt sätt. / Sport organizations, teams and athletes have increasingly begun to be seen as brands. Just like a brand is considered to be by far the most valuable asset for a company, it is just as valuable to sport organizations. However, many sport organizations still seem to underestimate the strength of their brands. The difficulties in the previous brand literature is that there seems to be a lack of knowledges about how to strenghten an entire sport.   The purpose of this study is to identify how the market communications today looks like for a sport organization, where the main funding comes from the gambling industry. Then identify which communication tools a sport can use moste effectively in relation to resources and maximum awareness. Finally, decribe how a sport organization can build a stronger brand.  The study is based on a case study, where a qualitative method is chosen, with a deductive approach. The empirical evidence of the survey consists of three interviews with the selected sport organization’s marketing departement and three focus groups which were represented by the horse racings passive taget group, which consist of horse gamblers, sport gamblers and neutral individuals.  The results of the study shows that a sport organization can strengthen it’s brand by focusing on the unique emotional connection that individuals have to sports, and to strategically choose communication channels that fit well with the organization’s resources and options. Finally, an integrated brand communication plan must be integrated throughout all the divisions within the sport, in order to coordinate messages and channels in the most effective way.

La relevancia del patrocinio en distintos ámbitos ha ido incrementando en los últimos años debido al aumento de exposición que pueden conseguir las marcas al asociarse con distintas plataformas, actividades y personas. La industria del deporte no es ajena a este fenómeno, sino que, por el contrario, sus eventos, personalidades, equipos y otros agentes capturan un público cuyo número se encuentra en constante crecimiento. Por esta razón, las marcas apelan cada vez más a posicionarse en el sector deportivo con el objetivo de obtener distintos beneficios, entre ellos, incrementar su valor de marca. Para el desarrollo de la presente investigación, se realizó un estudio correlacional con una muestra final de 385 personas mayores de edad, que viven en Lima Metropolitana y tienen cierto nivel de información sobre el deporte en el Perú. Para poder contrastar las hipótesis y obtener evidencias de relación entre las variables se utilizaron técnicas de estadística inferencial. Los resultados concluyentes demostraron que existe una relación directa entre el patrocinio deportivo y el valor de marca, y entre el patrocinio deportivo y cada una de las dimensiones que componen al concepto de valor de marca. Este hallazgo es relevante para aquellas organizaciones que consideran el patrocinio como herramienta a utilizar dentro de sus estrategias. / The importance of sponsorship in different fields has been increasing over the last years due to the rise in exposure that brands can achieve by working with several platforms, activities and people. The sport industry is no exception to this phenomenon, on the contrary, its events, personalities, teams and other stakeholders capture a constantly-growing number of people. For this reason, companies tend to position themselves in this area in order to acquire benefits and increase their brand equity levels. For the purpose of this research, a correlational study took place with a final sample of 385 people who were 18 years old or older, live in Lima Metropolitana and have a certain level of information about sports in Peru. In order to compare the hypothesis and gather evidence on the relationship between variables, inferential statistic techniques were applied. Conclusive results showed that there is a direct relationship between sports sponsorship and brand equity, and between sports sponsorship and each of the dimensions that make up brand equity. These findings are relevant to those organizations that consider sponsorship as a valuable tool among their strategies. / Tesis