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Perfilamiento sensorial del arequipe en Colombia: una muestra del desempeño de arequipe Colanta y Alpina (Brand Sense)

Author

Listed:
  • Juan Felipe Ramírez Vargas
  • Andrés Eduardo Mojica Oyuela

Abstract

Developing sensitive channels in order to generate brand awareness, can be an important competitive advantage in the market that results in significant benefits for the organization. This is why, after analyzing two brands of arequipe, such as Alpina and Colanta, these being flagships within their market in Colombia, more specifically Bogotá, it led to conclude that, although it is feasible to improve strategies to generate recording in consumers using senses, there is a strong relationship between the recognition of both the product and the brand from various details that can be noticed with the use of different sensory channels.

Suggested Citation

  • Juan Felipe Ramírez Vargas & Andrés Eduardo Mojica Oyuela, 2022. "Perfilamiento sensorial del arequipe en Colombia: una muestra del desempeño de arequipe Colanta y Alpina (Brand Sense)," Econógrafos, Escuela de Economía 022637, Universidad Nacional de Colombia, FCE, CID.
    • Handle: RePEc:col:000176:022637
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    File URL: https://fce.unal.edu.co/media/files/CentroEditorial/documentos/econografos/EACP/econografos-EACP-42.pdf
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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