Rebranding y campaña de relanzamiento de Back to Me: marca de ropa femenina peruana

• Autores: Loayza Moscoso, Stephany Fabiana, Changa Moreno, Hugo Sebastian
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/18594
• Enlace del recurso: https://hdl.handle.net/20.500.12724/18594
• Nivel de acceso: acceso abierto
• Materia: Branding (Marketing); Advertising campaigns; Women's clothing; Campañas publicitarias; Prendas de vestir para mujeres; https://purl.org/pe-repo/ocde/ford#5.08.00

The following work is focused on the rebranding and visual systematization of a Peruvian women's clothing brand, which will make the leap to be distributed from the textile emporium of Gamarra to a nationally recognized department store. In addition, a relaunch campaign will be produced with the objective of generating recognition through a proposal focused on the emotional understanding of its public. To do this, we conducted an analysis of the brand and our target audience and investigated the context of both sales markets that allowed us to define a comprehensive communication proposal, the redesign of the visual brand established later in an identity manual, a graphic campaign, and promotional activities to position the brand within the category and disseminate the purpose of this; boost confidence and empower women through fashion.