Strategies of visual identity imitation with the Mexican paleteria La Michoacana

Abstract

The visual identity of the ice-cream shop La Michoacana is a special case of copycat product in which, through the consistent use of their image in points of sale and advertising, the idea of a single business strategy is constructed, even though it is not. Image is associated with quality and is widely identified, at least in central Mexico. Since there are few studies of this phenomenon, this research aims to fill this gap through the analysis of stores in the territory of the city of Querétaro. Beyond the case study, it is intended that this work will shed light on a common practice in brand building.

Given the volatility of the business, it is difficult to have a precise record of the universe of stores that share the name, however, a methodological clue was found through the online survey that allowed recovering a wide sample for the analysis through photographs. The findings are presented simulating what would be done in a branding strategy to emphasize co­herence.

Fecha de recepción: 18/05/2023
Fecha de aceptación: 13/07/2023