Valor de marca del sector de calzado en la provincia de Tungurahua

Abstract

The Tungurahua footwear is a sector attractively rich in endless strengths, however it has been affected by the entry of foreign footwear, however the state of a barrier implemented for these products, are not enough for the footwear Tungurahua’s sea As well-known as an Import Footwear. For this reason, the present research seeks infinite ways to improve not only the brand of the company, but also its internal organization, its objectives and the way in which it can be managed so that it becomes so more noticeable in the market both its brand of Product as the company that produces it. The results of the field work that is done shows that people do not feel identified with the marks, second cannot clearly identify people do not feel loyal to a brand, if not rather if they feel constrained by quality Of the product. In addition, as regards the study of competitiveness, it is determined that not all companies have all the economic resources as well as infrastructure to be able to compete in the same way with the companies that are already in the market. In this way the resulting proposal within the research allowed to improve without any weaknesses in the footwear companies, on the one hand it was possible to correctly manage the protofolio of marks, in order to be able to establish concrete strategies, to organize the identity of the companies so that their Projected image is the most appropriate. The result of this was to increase the brand's reputation and increase the value of the brand so that the final result will obtain a sustainable competitive advantage.