Planeación estratégica de la comunicación para posicionamiento de marca a partir del marketing sensorial.

Abstract

This essay develops concepts related to brands and companies in relation to marketing in the 11th century market, highlighting the importance of positioning as well as customer loyalty; highlights the importance of sensory marketing or communication through the senses, creating experiences through sight, smell, touch, taste and sound, or it can also be multisentorial which is the combination of several senses (sight, hearing and smell).

The development of the essay presents the advantages of the applicability of these innovations in the field of current marketing, for which behavioral analysis is applied from the neuromarketing allowing to know different personalities and behaviors of the consumers to bequeath to the application of strategies through planning , producing experiences of consumption and interaction between the brand, its products and consumers through the senses so that each one stands out from its meaning in the market to the way of application in marketing strategies.

Based on the above concepts, different brands are analyzed, which in their strategic planning and marketing application achieve customer loyalty and position themselves in the market through the sensory experiences offered to their customers in each of the establishments, as well as how the advertising campaigns are applied. to achieve success in the market.