Branding político como herramienta de comunicación de imagen para los candidatos a la alcaldía de la ciudad de Riobamba en las elecciones seccionales 2023

Abstract

The political brand as an image communication tool for the mayor's office of Riobamba city in sectional elections 2023, had the objective of identifying the political brand as a tool for image communication for the mayor's office, the research is based on political marketing theories as main science, breaking down types of brands, communication, non-verbal communication, and political ordinances. In the research methodology, a mixed approach was facilitated so that the research of the topic to be dealt with could be carried out, the survey was developed to obtain data according to the study variables, and after this eye tracking was obtained to measure the perception that the political candidate has. The results obtained are based on parameters of composition and non-verbal communication, thus verifying the idea to defend that the visual analysis of the candidates for mayor of Riobamba city aims to increase the level of acceptance that voters have during the election period, giving way to the proposal in which the political brand model was raised with strategies of analysis, differentiation, and notoriety to be applied in the pre-campaign period of the additional candidate to this a value is given added to the investigation with the sherpa manifest addressed to the marketer. After finishing the study, it is concluded that strategies have been proposed with which the voter can meet the political candidate, being a guide for the pre-campaign, recommending using the proposed model to have a high level of effectiveness in the mentioned period.