Thesis
Estudio de caso: branding emocional para el posicionamiento de Tintorería 5àSec sucursal Polanco en el Distrito Federal.
Autor
Carmona Salinas, Verónica
Institución
Resumen
Currently most of the activities which companies are marketing to differentiate their product
or service from the competition are based in two main facts: understanding the behaviour and
the needs of the final consumer. Emotional branding, which consists of deep connections
and proximity of the client with the brand, is one of the trends that helps companies to create
preference and loyalty and make them essential to their daily lives. This is the main topic for
5àSec Dry Cleaning Polanco shop, and the reason of this research. This shop has a big sales
income and a large list of customers.
This research, which explores, describes and is a non-experimental type, was developed under
a quantitative approach. The main object of it is to identify the habits of purchase, satisfaction
and customer perception of the service provided to them.
A survey was applied to clients inside the branch shop and by email. The results allowed us to
know some facts: the clients like this store because of its location, while employees´ service
and experience is not satisfactory.
Thanks to the results of the research, we know that mind positioning is based on emotional
branding strategies focused on providing a personalized service of excellence, generating the
best buying experience to customers.