El Branding Emocional como estrategia de fidelización para emprendimientos en la provincia de Tungurahua

Abstract

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.