El uso del Storytelling en nuevas marcas ecuatorianas para la construcción de su identidad
| dc.contributor.advisor | Tapia, Jorge | |
| dc.contributor.author | Campos Cedeño, Edith Cristina | |
| dc.contributor.author | Yepez Velez, Karla Augusta | |
| dc.date.accessioned | 2025-05-06T14:42:54Z | |
| dc.date.available | 2025-05-06T14:42:54Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18205 | |
| dc.description | This research project analyzes the use of Storytelling in new Ecuadorian brands for the construction of their brand identity. Through the use of interviews, surveys and observation sheets, it became evident that Storytelling is a fundamental tool to connect emotionally with consumers and also to strengthen the positioning of brands in the market. The analysis of Ecuadorian brands such as Netlife, Supermercados Akí, Supermaxi, Sana Sana and Pronaca has shown that the use of narratives in a coherent and authentic way contributes significantly to customer loyalty. It was possible to identify key factors for the effectiveness of this tool, such as authenticity, clarity of the message and emotional connection with the public. In addition, it was concluded that the use of local cultural elements in the stories told strengthens brand identity and promotes a sense of belonging among consumers. It is recommended that brands incorporate Storytelling in their communication plans in order to improve their visibility and also their consolidation in the Ecuadorian market. | es_ES |
| dc.description | This research project analyzes the use of Storytelling in new Ecuadorian brands for the construction of their brand identity. Through the use of interviews, surveys and observation sheets, it became evident that Storytelling is a fundamental tool to connect emotionally with consumers and also to strengthen the positioning of brands in the market. The analysis of Ecuadorian brands such as Netlife, Supermercados Akí, Supermaxi, Sana Sana and Pronaca has shown that the use of narratives in a coherent and authentic way contributes significantly to customer loyalty. It was possible to identify key factors for the effectiveness of this tool, such as authenticity, clarity of the message and emotional connection with the public. In addition, it was concluded that the use of local cultural elements in the stories told strengthens brand identity and promotes a sense of belonging among consumers. It is recommended that brands incorporate Storytelling in their communication plans in order to improve their visibility and also their consolidation in the Ecuadorian market. | es_ES |
| dc.description.abstract | El presente proyecto de investigación analiza el uso del Storytelling en nuevas marcas ecuatorianas para la construcción de su identidad de marca. Mediante la utilización de entrevistas, encuestas y fichas de observación, se evidenció que el Storytelling como una herramienta fundamental para poder conectar de manera emocional con los consumidores y también para fortalecer el posicionamiento de las marcas en el mercado. El análisis de marcas ecuatorianas como Netlife, Supermercados Akí, Supermaxi, Sana Sana y Pronaca han demostrado que el uso de narrativas de forma coherente y auténtica contribuye de una forma significativa a la fidelización de clientes. Se logró identificar factores claves para la efectividad de esta herramienta como la autenticidad, la claridad del mensaje y la conexión emocional con el público. Además, se concluye que la utilización de elementos culturales locales en las historias contadas fortalece la identidad de marca y logra promover un sentido de pertenencia entre los consumidores. Se recomienda a las marcas incorporar el Storytelling en sus planes de comunicación para poder mejorar su visibilidad y también su consolidación en el mercado ecuatoriano. | es_ES |
| dc.format.extent | 68p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Storytelling | es_ES |
| dc.subject | Identidad de marca | es_ES |
| dc.subject | Conexión emocional | es_ES |
| dc.subject | Marketing estratégico | es_ES |
| dc.title | El uso del Storytelling en nuevas marcas ecuatorianas para la construcción de su identidad | es_ES |
| dc.type | bachelorThesis | es_ES |
Files in this item
This item appears in the following Collection(s)
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 United States