Browsing by Author "Villa Vallejo, Miriam Catalina"

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    Plan operacional estratégico y de intervención para el posicionamiento de imagen de la marca Boris
    (2019-11-06) Veintimilla Palacios, Boris Rogerio; Villa Vallejo, Miriam Catalina; Guillermo Ríos, Víctor Hugo
    This intervention project contributes to the positioning of the image of brand Boris, who began his career as a professional musician at the end of 2017 and its official launch with unpublished themes at the end of 2018. The importance of realizing this is given in raising a guide for future artists within the city of Cuenca. This project has theoretical bases where fundamental information is obtained for the understanding that it is desired to project and implement. The methodology is mixed, since statistical data were obtained to be measurable and also the obtaining of qualitative data. Opinions were collected both from the public and the media through an online survey of a population of 286 students within the Faculty of Philosophy of the University of Cuenca, to subsequently implement a positioning plan consisting of a tour of media with competitive advantages and a campaign in social networks. For his evaluation, an analysis of the social networks of the artist as well as the mentions he had in radios of his hometown was made. It was based on increasing followers on Facebook and Instagram, as well as the number of reproductions of its unpublished theme on Spotify and YouTube. As a result, the artist needs to strengthen the link with the media, and maintain greater contact with his audience through concerts or artistic shows.