Español Caso: Cooperativa de Ahorro y Crédito San Francisco Ltda

Abstract

Brands evolve, at the pace of the market; Currently, it could be considered that it is a design trend, in the field of branding and marketing, however, not all companies have an adequate brand management. This research aims to determine how and why, the brand that represents an organization must innovate; In addition, to make visible the real value of a brand that has been in the market for years. The question to the investigation, is answered through the scientific compilation of several authors, from which, two own models of redesign, in addition to the field observation, and the survey, which through quantitative and qualitative indicators, emerge describe the needs of the users, regarding the brand under study. The objective of the project is to analyze the perception of the brand, from the perspective of the consumer, that is, to identify the user profile, in addition to the points of interaction that it has with the brand, to generate experience improvement actions. Experiential re-branding is considered a redesign tool, which aims to solve the unknown, of the brand, respect, at what time or at what time, it is necessary, apply this action. In the same way, it is preponderant to carry out the reconstruction of the brand, through its architecture, linking it with the vision and strategy of the company. With this in mind, companies are recommended to be aware of the value of their brands, and the experience they transmit through the different channels. In addition, other additional investigations could be carried out to identify other factors, in relation to the experiential re-branding of companies.