Arquitectura de una marca regional para el sector calzado en la Provincia de Tungurahua

Abstract

The Pymes in the footwear sector of the province of Tungurahua, are to develop quality shoes, however, in spite of having a quality product the artisans are forced to limit their usefulness, since the product as such is not sued for a target audience, as well as the seasonality of the demand is reflected by the peaks of the main seasons of sale. The objective of the research, is to develop a model of brand architecture, since it is a primary element to identify the offer from a company in the market, since it defines whether you must use one or several brands within the portfolio of products according to the nature of the product, and/or the segment to which it is directed. In the collection of data were used two instruments according to each unit of analysis; in Pymes footwear is applied the technique of semistructured interview with a guide with an acceptance rate of 100 companies. In the meantime, consumers of footwear are applied the technique of survey with a structured questionnaire to 384 people. The results showed that the variables of measurement of brand architecture are valid because they add to the model and has relationship between if, therefore the model is applicable as a tool for positioning in the mind of the consumer.