{"id":3398,"date":"2024-04-24T07:47:49","date_gmt":"2024-04-24T07:47:49","guid":{"rendered":"https:\/\/dev.mondoestudio.es\/twiga\/?page_id=3398"},"modified":"2024-04-24T07:50:14","modified_gmt":"2024-04-24T07:50:14","slug":"evolucion-de-imagen-de-marca","status":"publish","type":"page","link":"https:\/\/dev.mondoestudio.es\/twiga\/explora-nuestro-trabajo\/evolucion-de-imagen-de-marca\/","title":{"rendered":"EVOLUCI\u00d3N DE IMAGEN DE MARCA"},"content":{"rendered":"\n<p>En un sector altamente competitivo en el que la entrada de nuevos actores, posicionados en torno a los ejes de Precio y Moda, estaba erosionando la posici\u00f3n de nuestro cliente, \u00e9ste deseaba comprender el concepto de Profesionalidad en el sector, para posicionarse de forma s\u00f3lida y diferencial en el mismo.<\/p>\n\n\n\n<p>Al p\u00fablico le cuesta definir qu\u00e9 es <em>profesionalidad<\/em>, pero s\u00ed puede recrear sus sentimientos y vivencia en torno a la experiencia de elecci\u00f3n y compra del producto, para ayudarnos a detectar sus necesidades, anhelos y demandas. Twiga llev\u00f3 a cabo reuniones experienciales en torno a la \u00faltima compra con clientes y competencia, donde recrearon su viaje. Previamente, las personas completaron un diario visual digital con un car\u00e1cter m\u00e1s introspectivo y personal.<\/p>\n\n\n\n<p>Al mismo tiempo, una encuesta 1.000 entrevistas&nbsp; permiti\u00f3 confirmar, a trav\u00e9s de la evidencia emp\u00edrica, las hip\u00f3tesis desarrolladas en la fase cualitativa.<\/p>\n\n\n\n<p>La gran riqueza de <em>insights<\/em> nos permiti\u00f3 desarrollar un modelo explicativo que los agrupaba en torno a 4 necesidades esenciales, sobre cuya base se ubicaban los 4 pilares de la Profesionalidad en el sector.<\/p>\n\n\n\n<p>Adem\u00e1s de un an\u00e1lisis descriptivo, se llev\u00f3 a cabo un an\u00e1lisis en profundidad sobre la base de diferentes modelos de elecci\u00f3n discreta para determinar los factores explicativos asociados a la valoraci\u00f3n de cada servicio, as\u00ed como su adecuaci\u00f3n a la marca. Ello permiti\u00f3 a nuestro cliente determinar d\u00f3nde estaba y a d\u00f3nde deb\u00eda dirigirse.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un sector altamente competitivo en el que la entrada de nuevos actores, posicionados en torno a los ejes de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":3084,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"normal-width-container","site-content-style":"boxed","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"disabled","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-3398","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.10 (Yoast SEO v22.6) - 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