Keywords
brandcepts
emotions elicitation
strategic differentiation
authenticity
ethnic food seasoning
How to Cite
Abstract
This article evaluates the emotional territories that arise from the concept of authenticity in order to effectively position a brand or product in the market. Brandcepts were used as the basis of this study‘s methodology. Consequently, six housewives participated in a focus group in order to identify possible metaphors that could link suero costeño from Colombia with authenticity. The results of this study are very effective for the brand‘s strategist in order to successfully position the brand/ product in the market. The study also validates the use of brandcepts. In addition, the article contains effective managerial suggestions in order to better implement the study‘s results.By submitting a contribution to consideration of the Editorial Board of Fórum Empresarial, the authors attest that it is an original, unpublished work, which has not been nor will be simultaneously submitted to another journal for consideration and publication; that they are responsible for the work carried out and the content of the article; and they have the corresponding copyrights.
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