GIUV2018-437
Both the increase in competition between companies due to the globalisation of markets, as well as the greater information available to consumers today thanks to the rise of new technologies, make it necessary to focus on providing added value to the commercial offer. However, if this added value is not differentiated by a well-positioned brand, its power will be weakened, with the end result being defeat. What is not known, does not exist; and what does not exist, is not consumed. OTHER INFORMATION OF INTEREST: The research group has been nourished by funds obtained in public tenders (Consellería de Empresa, Universidad y Ciencia de la Generalitat Valenciana and Ministerio de Economía y Competitividad.), investigating how to add value and build brand using tools such as new technologies, product packaging or the figure of the salesperson/marketer. The group publishes every year in high impact scientific journals and regularly attends national and international congresses to share its findings. It has a total of X six-year research awards. Likewise, several doctoral theses have been directed in this field, delving into aspects such as: brand transfer from a sponsored event to the...Both the increase in competition between companies due to the globalisation of markets, as well as the greater information available to consumers today thanks to the rise of new technologies, make it necessary to focus on providing added value to the commercial offer. However, if this added value is not differentiated by a well-positioned brand, its power will be weakened, with the end result being defeat. What is not known, does not exist; and what does not exist, is not consumed. OTHER INFORMATION OF INTEREST: The research group has been nourished by funds obtained in public tenders (Consellería de Empresa, Universidad y Ciencia de la Generalitat Valenciana and Ministerio de Economía y Competitividad.), investigating how to add value and build brand using tools such as new technologies, product packaging or the figure of the salesperson/marketer. The group publishes every year in high impact scientific journals and regularly attends national and international congresses to share its findings. It has a total of X six-year research awards. Likewise, several doctoral theses have been directed in this field, delving into aspects such as: brand transfer from a sponsored event to the sponsoring brand; the construction of brand capital in public and private higher education institutions; and the development of sustainable mega events as a marketing strategy to strengthen the brand-city. We have also worked with companies, periodically signing collaboration agreements to investigate aspects such as the choice of the best brand positioning for a food distribution chain, or the study of the viability of an umbrella brand in the Valencian fashion industry.
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- Contribuir a crear valor añadido a traves de la marca y el posicionamiento del producto/empresa
- Brand positioning.Competitor analysis, market segmentation, positioning strategy design, creation of perceptual maps of competitors based on their positioning, brand design based on visual identity (form) and message (content).
- Packaging and brand.Analysis of point-of-sale positioning of tangible products through packaging to stimulate consumption. Key elements in packaging: visual and informative elements (colour, shape, label, images, etc.).
- Extensions and brand transfer.Strategy analysis of the extension of a consolidated brand, creation of umbrella brands among several competitors, transfer of value and brand image through various communication tools. Brand registration and other legal aspects.
- Sales force and brand.Analysis of the role of human resources in brand positioning.
| Name | Nature of participation | Entity | Description |
|---|---|---|---|
| NATALIA MELANIA VILA LOPEZ | Director | Universitat de València | |
| Research team | |||
| MARIA ASUNCION HERNANDEZ FERNANDEZ | Member | Universitat de València | |
| PEDRO CANALES RONDA | Member | Universitat de València | |
| ELISABET MORA PEREZ | Member | Universitat de València | |
| JOAQUIN ALDAS MANZANO | Collaborator | Universitat de València | |
| INES KUSTER BOLUDA | Collaborator | Universitat de València | |
| CRISTINA ARAGONES JERICO | Collaborator | Universitat de València | |
| MARIA ISABEL LLUCH DIAGO | Collaborator | Universitat de València | |
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- Marketing and Market Research
- competencia; posicionamiento; marca, mapa perceptual.
- Sectores de alimentación y cosmética que necesitan estimular el consumo a través de sus envases; sector textil.
- Asociaciones sectoriales; servicios turísticos, sector lujo, sector perfumería y cosmética.
- Vendedor, motivacion, remuneración, formación
