EasyBranding : herramienta que facilita la creación o redefinición de branding sensorial basada en el módulo Innovación en Branding.

Purpose - Help people who do not have specific knowledge in branding and need or want to create or redefine a brand. This, through a digital and physical tool that allows them to understand, devise and define the essence of the brand through sensory components. Design/methodology/approach - This research is determined by the double diamond process. First, a problem was found in the "Innovation in Branding" module of the Master in Innovation Management at Universidad Icesi. Following this, a theoretical investigation was carried out parallel to the field work and with the results of these, the prototype was proposed which was validated and iterated for better results. Findings - The solution proposal facilitates and optimizes processes that allow understanding, devising and defining a brand through sensory components. Thanks to its digital interaction that implements gamification as a complement to a physical sensory kit, the proposed interaction motivates people to carry out these processes and to transmit the essence of their brand in a more consistent way.

• Autores: Chavez Delgado, Valentina Isabel; Jordán Bedoya, Isabella
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2020
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: spa
• OAI Identifier: oai:repository.icesi.edu.co:10906/87448
• Acceso en línea: http://repository.icesi.edu.co/biblioteca_digital/handle/10906/87448; http://biblioteca2.icesi.edu.co/cgi-olib?oid=325906
• Palabra clave: Sentidos; Gamificación; Branding (Mercadeo); Marca; Marcas; Diseño; Web; Herramientas digitales; Innovaciones tecnológicas; Interacción; Digital; Estrategia de marca; Estructura del mercado; Estrategias de mercadeo; Juego y aprendizaje; Juego y creatividad; Juegos; Juego y educación; Juegos - Diseño; Trabajos de grado; Diseño de Medios Interactivos; Departamento de Diseño
• License: https://creativecommons.org/licenses/by-nc-nd/4.0/