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

Juan Felipe Ramírez Vargas and Andrés Eduardo Mojica Oyuela

Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID

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.

Keywords: Brand Sense; brand; arequipe; Colanta; Alpina (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Pages: 21
Date: 2022-12
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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022637

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