Branding emocional para el posicionamiento de la Microempresa de Hojalatería “ARMEV” de la ciudad de Riobamba

Abstract

In this degree work, emotional branding is designed for the “Artes Metálicas Valdiviezo” microenterprise of the city of Riobamba, generating an emotional graphic structure that represents the identity and image of the microenterprise and that contributes to its positioning. In the first instance, a survey will be applied to a significant sample of economically active urban population, obtaining data on tastes, preferences, demographic and behavioral characteristics in relation to decorative products. An interview was conducted with the microenterprise manager, acquiring data on the business, added value and public strategies, which contributed to the construction and design of an ideal proposal to solve its shortcomings. Within the study, it was evident that 80% of the respodents ratified the microenterprise lacks a significant brand, in the same context the interview indicated that the main emotional relationship of the microenterprise is the cultural tradition “Pase del niño Riobamba”. With the selected results, the emotional brand, corporate identity, public design and digital marketing were designed. The application of this proposal is recommended, as well as the subsequent evaluation in terms of positioning of the identity and image of the microenterprise.