TY  - THES 
TI  - EasyBranding  : herramienta que facilita la creación o redefinición de branding sensorial basada en el módulo Innovación en Branding.
PB  - Universidad Icesi
PY  - 2020
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/87448
AB  - 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.
KW  - Sentidos
KW  - Gamificación
KW  - Branding (Mercadeo)
KW  - Marca
KW  - Marcas
KW  - Diseño
KW  - Web
KW  - Herramientas digitales
KW  - Innovaciones tecnológicas
KW  - Interacción
KW  - Digital
KW  - Estrategia de marca
KW  - Estructura del mercado
KW  - Estrategias de mercadeo
KW  - Juego y aprendizaje
KW  - Juego y creatividad
KW  - Juegos
KW  - Juego y educación
KW  - Juegos - Diseño
KW  - Trabajos de grado
KW  - Diseño de Medios Interactivos
KW  - Departamento de Diseño
ER  -