Resumen de Aplicación del branding emocional en el marketing del sector funerario

Danna Paola Álvarez Pérez, Carlos Alberto Pacheco Sánchez

• español

  El Branding emocional permite que las empresas tengan un futuro prometedor, asegurando ventaja competitivas y crecimiento. En consecuencia, el objetivo fue conocer si aplican el mismo en las empresas prestadoras de servicio fúnebre teniendo en cuenta que para ello se debe analizar sus acciones y estrategias para asegurar la relación con el cliente. Por ende, se apropio una investigación de tipo cuantitativo en el sector funerario con una muestra objetiva de siete (7) Funerarias, donde se aplicó la técnica de la encuesta. Como resultado se deduce que en el sector funerario no aplican fuertemente el Branding, ya que existe desconocimiento. 

• English

  Emotional branding awakens in the client the desire to believe and remain in a company because of the capacity to inspire, motivate and enjoy one or more products or services. However, what has been described is difficult to execute in the funeral sector of Ocaña given the economic activity that they carry out, which is why there is the possibility that these companies omit or do not design assertive branding strategies. Consequently, the aim was to find out about marketing actions through emotional branding in companies providing funeral services. For this purpose, a quantitative research was required in the funeral sector with a non-probabilistic sample, where the survey was applied to 5 entities belonging to the sector. As a result, it is deduced that in the funeral sector only 20% have knowledge about the term, but it is not achieved a correct applicability in the marketing processes.