Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”. A semi-structured interview guide was designed according to the categories proposed in the research: odotype and brand identity. This research shows that odotype and sensorial marketing are different concepts; providing a definition for each concept. The Peruvian market is still at an early stage with respect to the aroma and odotype.

El marketing sensorial es considerado como una estrategia de mercadeo que intenta estimular nuestros sentidos. La mayoría de las marcas peruanas ahora tratan de conquistar a los consumidores y retenerlos ya que cada día son más exigentes. Lo que la mayoría de las veces hacen es enfocar la atención que sus clientes le dan a sus sentidos teniendo en cuenta que el sentido del olfato se caracteriza por tener un alto nivel de recordación. Esto a su vez hace que de cierta manera la marca trate de ganarse un lugar en la mente de los consumidores. Teniendo en cuenta esto, se procederá a analizar el marketing olfativo en la tienda Desigual en Lima para posicionarse en la mente del consumidor de 22 a 29 años en el segundo semestre del año 2020. Se desarrollará de manera cualitativa, ya que se buscará; de alguna manera, comprender al consumidor y cómo percibe el marketing olfativo al momento de buscar la experiencia dentro de la tienda. / Sensory marketing is a marketing strategy that stimulate our senses. Nowadays most of the Peruvian brands try to retain the consumers, who become more demanding every day. What the brands do most is focus on their clients sense attention taking into account the sense of smell, that its characterized by having a high level of memory. This means that the brand is already positioned in the consumer's mind. Taking this into account, we will proceed to analyze the olfactory marketing of the Desigual brand in Lima for people between 22 and 27 years old in the second semester of the year 2020. It will be developed qualitatively, as it will be sought; in some way, understand the consumer and how he perceives olfactory marketing when looking for the experience with in the store. / Trabajo de investigación