Browsing by Author "Lucero Morocho, Diana Michelle"

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    Branding corporativo para una nueva línea de ropa semi formal en la ciudad de Cuenca para mujeres de 25 a 30 años de nivel socioeconómico medio-alto
    (Universidad de Cuenca, 2022-11-15) Calle Suin, Vanessa Beatriz; Lucero Morocho, Diana Michelle; Vásquez Guevara, Denisse Helena
    We live in a world with huge commercial offers, and it is not uncommon to hear that some brands disappear from the market. This research study argues the importance of corporate branding when creating a brand and its influence on purchasing behavior based on emotional ties. This project aimed to develop a branding proposal that serves as a guide for new clothing stores for its brand creation and positioning. The methodologies used are qualitative and quantitative. Surveys were conducted with women from 25 to 30 of medium-high socioeconomic strata in the city of Cuenca and interviews with local businesswomen owners of the Clodette and El-La Clothing brands. Based on the results, the creation of the brand Praga is proposed under the study ́s results with demonstrate feasible evidence for brand development, taking into account the needs of potential middle-class female customers in the city of Cuenca. In addition, this work contributes with criteria on branding adapted to the market of women from Cuenca, so this work presents fundamental contributions for the management of clothing brands that explore fashion branding strategies and the strategic management of social networks as a promotional tool.