Estrategias publicitarias para el posicionamiento de la marca de moda Lienzo

Abstract

The objetive of this thesis is to propose an integral advertising strategy to strengthen the positioning and identification of the brand Lienzo in the local market of Ambato. The research was conducted using mixed methods, including surveys applied to 384 participants of the target audience, interviews with marketing and advertising experts, and a comparative analysis of competitors through benchmarking sheets. This approach allowed identifying the needs, preferences, and expectations of young consumers, as well as the differentiation opportunities of Lienzo compared to other urban fashion brands. The data analysis revealed that Lienzo currently lacks a coherent graphic line and a structured digital communication plan, limiting its visibility and recognition. In response, a proposal was designed based on a pull strategy, structured in three phases: information and expectation, recognition and differentiation, and reinforcement of brand recall. The campaign includes 28 main pieces, including posts, carousels, reels, and short videos, complemented with stories, packaging, labels, keychains, and both digital and physical catalogs. The graphic line respects the corporate identity manual, maintaining consistency in typography, color palette, and photographic style. A monthly content plan and a four-month application schedule were established to ensure constant and effective communication. Follow-up indicators were defined to evaluate the future performance of the campaign, including reach, interaction, profile visits, follower growth, and brand recognition. The proposed strategy constitutes a methodologically sound, comprehensive, and viable plan, enabling Lienzo to consolidate its urban identity, improve its digital presence, and strengthen its relationship with the target audience.