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Imagen de marca en el sector de empresas de calzado de la provincia de Tungurahua

Abstract:

One of the main craft branches of the country is represented by the manufacturing of footwear. Tungurahua counts with 2,500 companies approximately extend throughout 44 % of the national ration. One of the associations that help the Pymes of footwear is the association Wears art, count on 450 associates at present, encourage the development of the sector by means of capacitations in the area of modelling and production, however workshops do not manage the brand image in the proper way. For such motive the present research work has procured information of the brand image and the elements that influence your construction, creating a differentiation before the competition, your fundamental advantage is influencing the positioning of a brand in the market of the sector of footwear. The methodology used for the project leant in the exploratory and descriptive investigation, the exploratory allowed perceiving the nature of the problem to analyze the important variables, descriptive research it allowed accomplishing an analysis of the characteristics that have influence for the creation of an adequate brand image of the sector of the wear, in order to investigate the problem the technique of the opinion poll with an instrument structured for information retrieval was used. The research findings indicated that the brand image at the companies of footwear is a relevant favor at the moment of the Branding's construction, the proposal of the model of brand image was based on several authors, the application at 3 companies of the sector it allowed evidencing the features of the check mark.