Diseño gráfico publicitario

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    El Branding emocional como elemento de fidelización en el posicionamiento del sector empresarial del calzado de Ambato.
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-06-05) Arce Alvarado, Katherine Nataly; Santillán Meneses, Verónica Elizabeth
    The footwear sector is one of the largest in the city of Ambato and has been strengthened in recent years with the creation of small and medium-sized companies dedicated to design, manufacturing and marketing. However, it should be considered that the real lifestyle oriented to comfort and health care, without neglecting fashion and above all, public strategies that are positioned in the local market such as emotional branding, to establish a sensorial connection with the client of a unique experience, it allows in this specific case the brand "Calzado Liwi" to retain its customers and position itself in the market. The methodology applied in the investigation is based on a market study, through the collection of potential, real and objective market data, the tastes and preferences of the public in relation to footwear were determined, through a significant sample of 383 people who are economically active population, to whom the survey technique is applied, whose data was tabulated, plotted and information according to the indicators of marketing and emotional branding. In addition, he identified himself with a discussion group of 10 owners of the most important footwear companies in the city of Ambato, to whom the interview technique was applied. From the project developed it is concluded that the emotional brand is based on a strategy of loyalty that generates value by establishing a standard in the mind of the consumer through a link, it is determined that the emotional brand strategies used are the creation of emotional brochures and Promotions for clients, creation of strategic alliances with products and services related to the care of the feet, screening of an audiovisual short film in pharmacies selling Liwi products and delivery of discount coupons to families, which are applied based on the design of a communication system, a budget It was also determined that it constitutes an investment by the company to achieve positioning in the market of the city of Ambato.