Branding emocional para posicionar la marca de la empresa de calzado “Jossue” en el cantón Cevallos provincia de Tungurahua

Abstract

The business industry during recent events has been affected, as it had to rethink its strategies and business models. For this reason, the present study aims to design an emotional branding campaign for the sports shoes company "Jossué" that allows to create an emotional connection between the brand and the client in order to improve the brand's positioning in the market. At first, a survey was applied to a sample of 354 people, obtained from the economically active population, obtaining relevant information about tastes, preferences and purchase motivations, brand characteristics and purchase frequency. An interview was carried out with the manager of the company, obtaining data on business philosophy, differentiation attributes and sales strategies, which contributed to the construction of an effective proposal to solve the shortcomings of the company. The research results permitted to explain the relevance of emotional branding through an emotional connection based on the attribute of trust and safety. With the obtained results, an emotional brand was designed which irrationally had a connection with the consumer´s mind. It is recommended to break the paradigm of simply selling a product, but also, offer experiences that activate the senses.