Estudio de caso: branding emocional para el posicionamiento de Tintorería 5àSec sucursal Polanco en el Distrito Federal.

Abstract

Currently most of the activities which companies are marketing to differentiate their product or service from the competition are based in two main facts: understanding the behaviour and the needs of the final consumer. Emotional branding, which consists of deep connections and proximity of the client with the brand, is one of the trends that helps companies to create preference and loyalty and make them essential to their daily lives. This is the main topic for 5àSec Dry Cleaning Polanco shop, and the reason of this research. This shop has a big sales income and a large list of customers. This research, which explores, describes and is a non-experimental type, was developed under a quantitative approach. The main object of it is to identify the habits of purchase, satisfaction and customer perception of the service provided to them. A survey was applied to clients inside the branch shop and by email. The results allowed us to know some facts: the clients like this store because of its location, while employees´ service and experience is not satisfactory. Thanks to the results of the research, we know that mind positioning is based on emotional branding strategies focused on providing a personalized service of excellence, generating the best buying experience to customers.