Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
Filtering by
- Creators: Gray, Nancy
This paper investigates how a luxury fashion brand would be able to strategically position itself within Colombia, Peru, and Venezuela. It specifically looks at consumers' perceptions of general and visual branding strategies such as international and local positioning. Secondary research was conducted on domestic and international branding strategies, standardization and adaption techniques, and cultural business differences between the three countries. After primary research was completed through a survey and multiple interviews. The survey looked into perceptions of international and local brands of each country. The survey was an A/B test where participants were either given questions surrounding a local or international brand description and advertisement visuals. With the interviews, they provided a baseline of information from Colombian consumers on general perceptions of luxury brands, products, and the memories associated with them. Overall, it was found that Columbian participants had more positive perceptions of international brands, Peruvian participates had a more positive perception of local brands, and Venezuelan participants did not have a significant preference for either. Based on these findings, recommendations were made suggesting possible brand positioning and entry strategies for companies wanting to expand throughout Colombia, Peru, and Venezuela. The continuation of this paper includes an analysis and interpretation of the findings, the limitations of the research, and the possible future direction and continuation of this research.