Innovación del Neuromarketing para la gestión de marcas nacionales en las Pequeñas y Medianas Empresas Textileras.

Abstract

This current work research analyzes national brand management, as a matter of social and business interests widely applied in small and medium businesses through thetools of neuromarketing, designing a strategy which is proposed, emphasizing the aspect of identity on the textile SMEs Ambato, which is an important business and productive sector of clothing. The management of branding has been directed into a graphical proposal, as a marketing tool based on the senses, emotions, perceptions and visual system, to transmit information to the brain which finally allows making buying decision. The Field research has defined the dimensions of segmentation, consumer profile, and distinctive colors for the textile industry essentially such as brown and blue. The shapes that the human eye best perceived essentially curves, the type of block letters with minimalist features; and the emotions that stand out like extroversion, joy, independence, sweetness and persistence. Consumer behavior of a brand starts with a need and emotions’ handling by proposing visual identifiers established by umbrella branding and sub brands, according to needs identified in the survey, based on expert judgment and theory.