Branding emocional y su relación con el posicionamiento de marca. caso: Asociación Artesanal Conferib, Puyo provincia de Pastaza

Abstract

In the present study, strategic emotional branding guidelines were designed to position a brand called WANYA at the CONFERIB Craft Association in Puyo city, generating an emotional graphic structure that represents its identity and image and that will contribute to the positioning of the brand. The research was developed based on the quali-quantitative approach that allowed the correct analysis of relevant information. An interview was applied to the manager to know the business line, value and advertising strategies applied, in addition, a survey was applied to a significant sample of the economically active urban population to determine the consumer profile, emotional bond, positioning and media, which contributed to the construction and design of an ideal proposal to solve shortcomings of the institution. Through the information obtained, it was possible to know the current status of the association, both internal and external, it was determined that 80% of the respondents do not identify the WANYA brand, 22% are dissatisfied with the design of the current brand and the relationship emotional is healthy, organic and Amazonian. With the results obtained, the emotional brand and communication strategies were designed. The application of this proposal is recommended, as well as the subsequent evaluation through the positioning indicators.