cab4e316ea3167bb614678e4192799e0 TFG_CamarenaCantos_Raquel_grup_a2025.pdf e9877c86b090e8d033e4e0e0180614cb576cb3d8 TFG_CamarenaCantos_Raquel_grup_a2025.pdf c9ca85c4e6e29ba6923e43014086b81e7f1d0c223151a9c0b13eca8c716441df TFG_CamarenaCantos_Raquel_grup_a2025.pdf Producer: iLovePDF ModDate: Fri May 30 16:13:45 2025 CEST Custom Metadata: no Metadata Stream: no Tagged: yes UserProperties: no Suspects: no Form: none JavaScript: no Pages: 121 Encrypted: no Page size: 595.2 x 841.92 pts (A4) Page rot: 0 File size: 45270736 bytes Optimized: no PDF version: 1.4 name type encoding emb sub uni object ID ------------------------------------ ----------------- ---------------- --- --- --- --------- AAAAAC+TimesNewRomanPSMT TrueType WinAnsi yes yes yes 9 0 AAAAAE+TimesNewRomanPSMT TrueType WinAnsi yes yes yes 13 0 AAAAAF+HelveticaNeue-Medium TrueType MacRoman yes yes no 17 0 AAAAAH+Arial-Black TrueType WinAnsi yes yes yes 20 0 AAAAAI+HelveticaNeue-Medium TrueType MacRoman yes yes no 24 0 AAAAAJ+HelveticaNeue-Medium TrueType MacRoman yes yes no 27 0 AAAAAK+HelveticaNeue TrueType MacRoman yes yes no 30 0 AAAAAM+ArialMT TrueType WinAnsi yes yes yes 33 0 AAAAAO+Arial-Black TrueType WinAnsi yes yes yes 37 0 AAAAAQ+ArialMT TrueType WinAnsi yes yes yes 41 0 AAAAAR+HelveticaNeue TrueType MacRoman yes yes no 45 0 AAAAAS+HelveticaNeue TrueType MacRoman yes yes no 48 0 AAAAAU+Arial-Black TrueType WinAnsi yes yes yes 53 0 AAAAAV+HelveticaNeue-Medium TrueType MacRoman yes yes no 57 0 AAAAAW+HelveticaNeue-Medium TrueType MacRoman yes yes no 60 0 AAAAAX+HelveticaNeue-Medium TrueType MacRoman yes yes no 63 0 AAAAAY+HelveticaNeue TrueType MacRoman yes yes no 66 0 AAAAAZ+HelveticaNeue-Medium TrueType MacRoman yes yes no 69 0 AAAABA+HelveticaNeue-Bold TrueType MacRoman yes yes no 72 0 AAAABC+Arial-BoldMT TrueType WinAnsi yes yes yes 75 0 AAAABE+Arial-Black TrueType WinAnsi yes yes yes 81 0 AAAAAA+TimesNRMTPro-CondItalic CID TrueType Identity-H yes yes yes 100 0 BAAAAA+TimesNRMTPro-Cond CID TrueType Identity-H yes yes yes 106 0 CAAAAA+DMSans-Bold CID TrueType Identity-H yes yes yes 112 0 DAAAAA+DMSans-Regular CID TrueType Identity-H yes yes yes 118 0 AAAAAA+ArialMT CID TrueType Identity-H yes yes yes 265 0 BAAAAA+TimesNewRomanPS-BoldMT CID TrueType Identity-H yes yes yes 270 0 CAAAAA+TimesNewRomanPS-ItalicMT CID TrueType Identity-H yes yes yes 275 0 DAAAAA+Arial-BoldMT CID TrueType Identity-H yes yes yes 290 0 EAAAAA+TimesNewRomanPSMT CID TrueType Identity-H yes yes yes 295 0 EAAAAA+TimesNewRomanPSMT CID TrueType Identity-H yes yes yes 1063 0 BAAAAA+TimesNewRomanPS-BoldMT CID TrueType Identity-H yes yes yes 1068 0 CAAAAA+TimesNewRomanPS-ItalicMT CID TrueType Identity-H yes yes yes 1073 0 FAAAAA+TimesNewRomanPS-BoldItalicMT CID TrueType Identity-H yes yes yes 1327 0 BAAAAA+TimesNewRomanPS-BoldMT CID TrueType Identity-H yes yes yes 1491 0 EAAAAA+TimesNewRomanPSMT CID TrueType Identity-H yes yes yes 1702 0 EAAAAA+TimesNewRomanPSMT CID TrueType Identity-H yes yes yes 1818 0 BAAAAA+TimesNewRomanPS-BoldMT CID TrueType Identity-H yes yes yes 1934 0 CAAAAA+TimesNewRomanPS-ItalicMT CID TrueType Identity-H yes yes yes 2525 0 Jhove (Rel. 1.28.0, 2023-05-18) Date: 2026-01-16 04:13:39 CET RepresentationInformation: TFG_CamarenaCantos_Raquel_grup_a2025.pdf ReportingModule: PDF-hul, Rel. 1.12.4 (2023-03-16) LastModified: 2026-01-15 18:00:43 CET Size: 45270736 Format: PDF Version: 1.4 Status: Well-Formed and valid SignatureMatches: PDF-hul MIMEtype: application/pdf Profile: Tagged PDF PDFMetadata: Objects: 2841 FreeObjects: 1 IncrementalUpdates: 0 DocumentCatalog: PageLayout: SinglePage PageMode: UseNone Language: es-ES Outlines: Item: Title: 1. INTRODUCCIÓN Destination: 1 Item: Title: 2. MARCO CONCEPTUAL Destination: 1 Children: Item: Title: 2.1. Marca Destination: 1 Children: Item: Title: 2.1.1. Definición de marca y su valor Destination: 1 Item: Title: Destination: 1 Item: Title: 2.1.2. Componentes para crear una marca Destination: 1 Children: Item: Title: 2.1.2.1. Misión, visión y valores Destination: 1 Item: Title: 2.1.2.2. Target Destination: 1 Item: Title: 2.1.2.3. Posicionamiento Destination: 1 Item: Title: 2.1.2.4. Esencia de marca Destination: 1 Item: Title: 2.1.2.5. Personalidad de marca Destination: 1 Item: Title: 2.1.2.6. Tono de voz Destination: 1 Item: Title: 2.1.2.7. Unique Selling Proposition (USP) Destination: 1 Item: Title: 2.1.2.8. Reason Why Destination: 1 Item: Title: 2.1.2.9. Brand Brief Destination: 1 Item: Title: 2.2. Identidad corporativa Destination: 1 Children: Item: Title: 2.2.1. Identidad e imagen Destination: 1 Children: Item: Title: Destination: 1 Item: Title: 2.2.1.1. Identidad cultural Destination: 1 Item: Title: 2.2.1.2. Identidad verbal Destination: 1 Item: Title: 2.2.1.3. Identidad visual Destination: 1 Item: Title: 2.2.1.4. Identidad objetual Destination: 1 Item: Title: 2.2.1.5. Identidad ambiental Destination: 1 Item: Title: 2.2.1.6. Identidad comunicacional Destination: 1 Item: Title: Destination: 1 Item: Title: 2.3. Comunicación de la identidad de marca Destination: 1 Item: Title: Destination: 1 Item: Title: 3. OBJETIVOS DEL TFG Destination: 1 Item: Title: Destination: 1 Item: Title: 4. EL NEGOCIO Destination: 1 Item: Title: Destination: 1 Item: Title: 5. ANÁLISIS DEL ENTORNO Destination: 1 Children: Item: Title: 5.1.1. Macroentorno económico Destination: 1 Item: Title: 5.1.2. Macroentorno sociocultural Destination: 1 Item: Title: 5.1.3. Macroentorno medioambiental Destination: 1 Item: Title: 5.1.4. Macroentorno legal Destination: 1 Item: Title: 5.1.5. Macroentorno político Destination: 1 Item: Title: Destination: 1 Item: Title: 5.2. Microentorno Destination: 1 Children: Item: Title: 5.2.1. Competencia Destination: 1 Children: Item: Title: 5.2.1.1. Competencia directa Destination: 1 Item: Title: 5.2.1.2. Competencia indirecta Destination: 1 Item: Title: Destination: 1 Item: Title: 5.2.2. Análisis del consumidor Destination: 1 Item: Title: Destination: 1 Children: Item: Title: 5.2.2.1. Metodología Destination: 1 Item: Title: 5.2.2.2 Aspectos sociodemográficos de los participantes Destination: 1 Item: Title: 5.2.2.3 Hábitos de consumo fuera de casa. Destination: 1 Item: Title: 5.2.2.4 Preferencias y hábitos en el consumo de tapas Destination: 1 Item: Title: 5.2.2.5 Preferencias en el consumo de patatas Destination: 1 Item: Title: 5.2.2.6 Interés por nuestra propuesta de negocio Destination: 1 Item: Title: Destination: 1 Item: Title: 6. IDENTIDAD DE LA MARCA Destination: 1 Children: Item: Title: Destination: 1 Item: Title: 6.1. Identidad verbal Destination: 1 Children: Item: Title: 6.1.1. Misión, visión y valores Destination: 1 Item: Title: 6.1.2. Público objetivo Destination: 1 Item: Title: 6.1.3. Posicionamiento Destination: 1 Item: Title: 6.1.4. Esencia de la marca Destination: 1 Item: Title: 6.1.5. Personalidad de la marca Destination: 1 Item: Title: 6.1.6. Tono Destination: 1 Item: Title: Destination: 1 Item: Title: 6.1.7. USP Destination: 1 Item: Title: Destination: 1 Item: Title: 6.2. Identidad visual Destination: 1 Children: Item: Title: 6.2.1. Proceso creativo Destination: 1 Item: Title: 6.2.2. Naming Destination: 1 Item: Title: 6.2.3. Logotipo Destination: 1 Item: Title: 6.2.4. Paleta cromática Destination: 1 Item: Title: 6.2.5. Tipografía Destination: 1 Item: Title: 6.2.6. Elementos gráficos Destination: 1 Item: Title: 6.2.7. Local Destination: 1 Item: Title: 7. CAMPAÑA DE LANZAMIENTO Destination: 1 Children: Item: Title: 7.1. Objetivos Destination: 1 Item: Title: 7.2. Concepto Destination: 1 Item: Title: 7.3. Desarrollo de campaña Destination: 1 Children: Item: Title: 7.3.1. Fase 1 Destination: 1 Children: Item: Title: 7.3.1.1. Estrategia Destination: 1 Item: Title: 7.3.1.2. Objetivos Destination: 1 Item: Title: 7.3.1.3. Tácticas Destination: 1 Item: Title: 7.3.1.4. Desarrollo de las acciones Destination: 1 Item: Title: Destination: 1 Item: Title: 7.3.2. Fase 2 Destination: 1 Children: Item: Title: 7.3.2.1. Estrategia Destination: 1 Item: Title: 7.3.2.2. Objetivos Destination: 1 Item: Title: 7.3.2.3. Tácticas Destination: 1 Item: Title: Destination: 1 Item: Title: 7.3.2.4. Desarrollo de las acciones Destination: 1 Item: Title: 7.5. KPI’s Destination: 1 Children: Item: Title: 7.5.1. Fase 1 Destination: 1 Item: Title: Destination: 1 Item: Title: 7.5.2. Fase 2 Destination: 1 Item: Title: Destination: 1 Item: Title: 7.6. Presupuesto de la campaña Destination: 1 Item: Title: Destination: 1 Item: Title: 8. CONCLUSIONES Destination: 1 Item: Title: 9. FUENTES CONSULTADAS Destination: 1 Item: Title: Destination: 1 Item: Title: 10. 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true FirstChar: 32 LastChar: 211 FontDescriptor: FontName: AAAAAR+HelveticaNeue Flags: Nonsymbolic FontBBox: -951, -481, 1987, 1077 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAE+TimesNewRomanPSMT FontSubset: true FirstChar: 33 LastChar: 33 FontDescriptor: FontName: AAAAAE+TimesNewRomanPSMT Flags: Symbolic FontBBox: -568, -307, 2046, 1039 FontFile2: true ToUnicode: true Font: BaseFont: AAAAAS+HelveticaNeue FontSubset: true FirstChar: 32 LastChar: 88 FontDescriptor: FontName: AAAAAS+HelveticaNeue Flags: Nonsymbolic FontBBox: -951, -481, 1987, 1077 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAF+HelveticaNeue-Medium FontSubset: true FirstChar: 32 LastChar: 152 FontDescriptor: FontName: AAAAAF+HelveticaNeue-Medium Flags: Nonsymbolic FontBBox: -576, -287, 1987, 1160 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAABE+Arial-Black FontSubset: true FirstChar: 33 LastChar: 33 FontDescriptor: FontName: AAAABE+Arial-Black Flags: Symbolic FontBBox: -194, -307, 1687, 1083 FontFile2: true ToUnicode: true Font: BaseFont: AAAAAH+Arial-Black FontSubset: true FirstChar: 33 LastChar: 33 FontDescriptor: FontName: AAAAAH+Arial-Black Flags: Symbolic FontBBox: -194, -307, 1687, 1083 FontFile2: true ToUnicode: true Font: BaseFont: AAAAAU+Arial-Black FontSubset: true FirstChar: 33 LastChar: 33 FontDescriptor: FontName: AAAAAU+Arial-Black Flags: Symbolic FontBBox: -194, -307, 1687, 1083 FontFile2: true ToUnicode: true Font: BaseFont: AAAAAI+HelveticaNeue-Medium FontSubset: true FirstChar: 32 LastChar: 117 FontDescriptor: FontName: AAAAAI+HelveticaNeue-Medium Flags: Nonsymbolic FontBBox: -576, -287, 1987, 1160 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAV+HelveticaNeue-Medium FontSubset: true FirstChar: 32 LastChar: 117 FontDescriptor: FontName: AAAAAV+HelveticaNeue-Medium Flags: Nonsymbolic FontBBox: -576, -287, 1987, 1160 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAJ+HelveticaNeue-Medium FontSubset: true FirstChar: 32 LastChar: 146 FontDescriptor: FontName: AAAAAJ+HelveticaNeue-Medium Flags: Nonsymbolic FontBBox: -576, -287, 1987, 1160 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAW+HelveticaNeue-Medium FontSubset: true FirstChar: 32 LastChar: 151 FontDescriptor: FontName: AAAAAW+HelveticaNeue-Medium Flags: Nonsymbolic FontBBox: -576, -287, 1987, 1160 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAK+HelveticaNeue FontSubset: true FirstChar: 32 LastChar: 151 FontDescriptor: FontName: AAAAAK+HelveticaNeue Flags: Nonsymbolic FontBBox: -951, -481, 1987, 1077 FontFile2: true Encoding: MacRomanEncoding Font: BaseFont: AAAAAX+HelveticaNeue-Medium FontSubset: true FirstChar: 32 LastChar: 213 FontDescriptor: FontName: AAAAAX+HelveticaNeue-Medium Flags: Nonsymbolic FontBBox: -576, -287, 1987, 1160 FontFile2: true Encoding: MacRomanEncoding CIDFontType2: Font: BaseFont: DAAAAA+Arial-BoldMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: DAAAAA+Arial-BoldMT Flags: Symbolic FontBBox: -627, -376, 2000, 1017 FontFile2: true Font: BaseFont: AAAAAA+TimesNRMTPro-CondItalic CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: AAAAAA+TimesNRMTPro-CondItalic Flags: Symbolic, Italic FontBBox: -215, -250, 1012, 919 FontFile2: true Font: BaseFont: EAAAAA+TimesNewRomanPSMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: EAAAAA+TimesNewRomanPSMT Flags: Serif, Symbolic FontBBox: -568, -306, 2000, 1006 FontFile2: true Font: BaseFont: EAAAAA+TimesNewRomanPSMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: EAAAAA+TimesNewRomanPSMT Flags: Serif, Symbolic FontBBox: -568, -306, 2000, 1006 FontFile2: true Font: BaseFont: EAAAAA+TimesNewRomanPSMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: EAAAAA+TimesNewRomanPSMT Flags: Serif, Symbolic FontBBox: -568, -306, 2000, 1006 FontFile2: true Font: BaseFont: AAAAAA+ArialMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: AAAAAA+ArialMT Flags: Symbolic FontBBox: -664, -324, 2000, 1005 FontFile2: true Font: BaseFont: BAAAAA+TimesNRMTPro-Cond CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: BAAAAA+TimesNRMTPro-Cond Flags: Symbolic FontBBox: -147, -250, 1000, 924 FontFile2: true Font: BaseFont: BAAAAA+TimesNewRomanPS-BoldMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: BAAAAA+TimesNewRomanPS-BoldMT Flags: Serif, Symbolic FontBBox: -558, -306, 2000, 1025 FontFile2: true Font: BaseFont: BAAAAA+TimesNewRomanPS-BoldMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: BAAAAA+TimesNewRomanPS-BoldMT Flags: Serif, Symbolic FontBBox: -558, -306, 2000, 1025 FontFile2: true Font: BaseFont: BAAAAA+TimesNewRomanPS-BoldMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: BAAAAA+TimesNewRomanPS-BoldMT Flags: Serif, Symbolic FontBBox: -558, -306, 2000, 1025 FontFile2: true Font: BaseFont: FAAAAA+TimesNewRomanPS-BoldItalicMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: FAAAAA+TimesNewRomanPS-BoldItalicMT Flags: Serif, Symbolic, Italic FontBBox: -547, -306, 1400, 1032 FontFile2: true Font: BaseFont: CAAAAA+DMSans-Bold CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: CAAAAA+DMSans-Bold Flags: Symbolic FontBBox: -58, -274, 1206, 975 FontFile2: true Font: BaseFont: CAAAAA+TimesNewRomanPS-ItalicMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: CAAAAA+TimesNewRomanPS-ItalicMT Flags: Symbolic, Italic FontBBox: -497, -306, 1333, 1023 FontFile2: true Font: BaseFont: CAAAAA+TimesNewRomanPS-ItalicMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: CAAAAA+TimesNewRomanPS-ItalicMT Flags: Symbolic, Italic FontBBox: -497, -306, 1333, 1023 FontFile2: true Font: BaseFont: BAAAAA+TimesNewRomanPS-BoldMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: BAAAAA+TimesNewRomanPS-BoldMT Flags: Serif, Symbolic FontBBox: -558, -306, 2000, 1025 FontFile2: true Font: BaseFont: DAAAAA+DMSans-Regular CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: DAAAAA+DMSans-Regular Flags: Symbolic FontBBox: -63, -261, 1083, 967 FontFile2: true Font: BaseFont: EAAAAA+TimesNewRomanPSMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: EAAAAA+TimesNewRomanPSMT Flags: Serif, Symbolic FontBBox: -568, -306, 2000, 1006 FontFile2: true Font: BaseFont: CAAAAA+TimesNewRomanPS-ItalicMT CIDSystemInfo: Registry: Adobe Registry: Identity Supplement: 0 FontDescriptor: FontName: CAAAAA+TimesNewRomanPS-ItalicMT Flags: 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Page: Sequence: 64 Page: Sequence: 65 Page: Sequence: 66 Page: Sequence: 67 Page: Sequence: 68 Page: Sequence: 69 Page: Sequence: 70 Page: Sequence: 71 Page: Sequence: 72 Page: Sequence: 73 Page: Sequence: 74 Page: Sequence: 75 Page: Sequence: 76 Page: Sequence: 77 Page: Sequence: 78 Page: Sequence: 79 Page: Sequence: 80 Page: Sequence: 81 Page: Sequence: 82 Page: Sequence: 83 Page: Sequence: 84 Page: Sequence: 85 Page: Sequence: 86 Page: Sequence: 87 Page: Sequence: 88 Page: Sequence: 89 Page: Sequence: 90 Page: Sequence: 91 Page: Sequence: 92 Page: Sequence: 93 Annotations: Annotation: Subtype: Link Rect: 212, 219, 438, 233 Flags: Print Page: Sequence: 94 Annotations: Annotation: Subtype: Link Rect: 139, 672, 361, 686 Flags: Print Page: Sequence: 95 Page: Sequence: 96 Page: Sequence: 97 Page: Sequence: 98 Page: Sequence: 99 Page: Sequence: 100 Page: Sequence: 101 Page: Sequence: 102 Page: Sequence: 103 Annotations: Annotation: Subtype: Link Rect: 70, 548, 523, 562 Flags: Print 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517, 443 Flags: Print Annotation: Subtype: Link Rect: 70, 408, 193, 422 Flags: Print Annotation: Subtype: Link Rect: 70, 334, 521, 348 Flags: Print Annotation: Subtype: Link Rect: 70, 314, 142, 327 Flags: Print Annotation: Subtype: Link Rect: 70, 228, 504, 241 Flags: Print Annotation: Subtype: Link Rect: 70, 174, 520, 188 Flags: Print Annotation: Subtype: Link Rect: 70, 153, 92, 167 Flags: Print Page: Sequence: 111 Page: Sequence: 112 Page: Sequence: 113 Page: Sequence: 114 Page: Sequence: 115 Page: Sequence: 116 Page: Sequence: 117 Page: Sequence: 118 Page: Sequence: 119 Page: Sequence: 120 Page: Sequence: 121 Checksum: 61c41d41 Type: CRC32 Checksum: cab4e316ea3167bb614678e4192799e0 Type: MD5 Checksum: e9877c86b090e8d033e4e0e0180614cb576cb3d8 Type: SHA-1 Checksum: c9ca85c4e6e29ba6923e43014086b81e7f1d0c223151a9c0b13eca8c716441df Type: SHA-256