El uso del Storytelling en nuevas marcas ecuatorianas para la construcción de su identidad

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.

• Tác giả chính: Campos Cedeño, Edith Cristina (author)
• Tác giả khác: Yepez Velez, Karla Augusta (author)
• Định dạng: bachelorThesis
• Được phát hành: 2025
• Những chủ đề: Storytelling; Identidad de marca; Conexión emocional; Marketing estratégico
• Truy cập trực tuyến: http://dspace.utb.edu.ec/handle/49000/18205