Browsing by Author "Tipantasig Chango, Gabriela Margarita"

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Identidad de marca en las empresas de calzado de la provincia de Tungurahua
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2017-05) Tipantasig Chango, Gabriela Margarita; Saltos Cruz, Juan Gabriel
The province of Tungurahua is characterized by the production and commercialization of quality footwear since its innovation is recognized by the consumers, in addition, it covers the greater demand at national level. One of the associations that helps shoe producers is CalZ-arte, has 450 partners, however the marketing of the product is carried out outside the province by the high demand that exists in it. The present research work has focused on identifying the elements and characteristics that influence the construction of the brand identity, which is part of the differentiation points of a company, and with that analyze if this element contributes to the positioning of a brand. The methodology used for the purposes of this research was based on the exploratory research to know if there is or not the problem obtaining underlying information, with the purpose of creating the hypothesis, on the other hand, to verify the same is used the conclusive research followed by the Descriptive research with a simple transverse design with longitudinal application. In addition, the use of empirical and theoretical methods was described with the purpose of evidencing and verifying the problem. The results showed that brand identity becomes an essential element in the construction of a brand, which helps to differentiate itself in the market, in order to position itself in the mind of the consumer, in fact, SMEs in footwear do not consider this element for the construction of the mark.