Modelo de identidad para una marca de pintura automotriz dirigida al mercado de talleres de concesionario en negocios B2B

Abstract

Over the years, authors and theories around brands have had a clear focus on the consumer-centered B2C segment. Currently it has been found that brands are also quite powerful in direct markets between companies, called “business to business” or B2B, identifying that they generate long-term relationships and greater trust between buyers and commercials of each of the companies, but also have Brand strategies in B2B businesses have managed to generate competitive advantages and greater perceptions of brand value in these markets, also profitable business and valorizated price policies. Based on these theories, it is identified in the sector of automotive repair shops of dealers what are the needs, the benefits assessed and the possible pain of the market, which allow to find the activators that a brand of new paint can use in these types of customers B2B and which become the basis of a brand identity model for a new brand launched in this market segment. Insights, valued benefits and market pains are found through in-depth interviews with managers of the main dealership workshops in the city of Medellín, in which it is found that a brand identity model is relevant if it is based on the service, color development, technical and process support and finally, product availability. In addition to this, a very relevant factor is that the operation and management of the automotive paint area in a workshop must be managed by the supplier, who ensures that improvements and greater profitability in the process are obtained.