Browsing by Author "Valencia Vela, Álvaro Ismael"

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    El Branding Emocional como estrategia de fidelización para emprendimientos en la provincia de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario, 2022-03-18) Valencia Vela, Álvaro Ismael; Jordán Yanchatuña, Diego Ismael
    The objective of this project is to determine the contribution and valorization of emotional Branding towards the different enterprises of the province of Tungurahua. Through a field study, 3 organizations in the province that provide products and services were analyzed to identify their current status. Subsequently, a theoretical framework was made that consists of the study of Branding, strategies and users mainly. The methodology proposed by Bruce Archer was applied with a qualitative quantitative approach with a sample of 333 people. It was possible to identify that emotional branding is a useful tool for customer consolidation and loyalty, through various parameters, since branding alone does not meet all the characteristics. It was obtained as a result of the surveys that 30% of clients did not resolve a close relationship between brand and client, while 95% mention that there are no loyalty processes, which allows Branding to act emotionally to meet these need.