%0 Journal Article 
%T EasyBranding  : herramienta que facilita la creación o redefinición de branding sensorial basada en el módulo Innovación en Branding.
%D 2020
%U http://repository.icesi.edu.co/biblioteca_digital/handle/10906/87448
%X 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.
%K Sentidos
%K Gamificación
%K Branding (Mercadeo)
%K Marca
%K Marcas
%K Diseño
%K Web
%K Herramientas digitales
%K Innovaciones tecnológicas
%K Interacción
%K Digital
%K Estrategia de marca
%K Estructura del mercado
%K Estrategias de mercadeo
%K Juego y aprendizaje
%K Juego y creatividad
%K Juegos
%K Juego y educación
%K Juegos - Diseño
%K Trabajos de grado
%K Diseño de Medios Interactivos
%K Departamento de Diseño
%~ GOEDOC, SUB GOETTINGEN