La gestión de branding y el reconocimiento en el sector textil jean del barrio El Tambo en el Cantón Pelileo

Abstract

The commercialization of jeans in the Pelileo canton distributed in Ecuador is settled in time since the creation of the jean fair in the Tambo neighborhood, however, the branding strategies to generate recognition of this productive sector have not been the best. Prioritizing the commercialization of products at low cost, this being the basis of the scarce positioning of local brands. The research project was carried out with a mixed approach which gives rise to knowing the level of recognition of the brands of the El Tambo neighborhood and business data whose purpose is to support the hypothesis of the research. Considering that the Pelileo canton with a 70% production and distribution of jeans garments nationwide. The results of the project show the irregularity in the execution of branding strategies in the study sector, however, the empirical adaptations of these strategies make them have a presence in the market, likewise, it is defined that the presence of a graphic identity and additional value that is provided to the products they offer, it is the plus that the consumer is looking for. In turn, the prices and quality of denim products are the biggest attraction of the jean textile market in Pelileo.