Planning, construction and positioning processes of brands linked to the Ecuadorian consumer

Abstract

The objective of this article was to analyses the processes of planning, construction and positioning of brands linked to the Ecuadorian consumer, for this a methodology with a quantitative approach was used because I work with percentage values to substantiate the importance of the processes of planning, construction and positioning of brands that are linked to the Ecuadorian consumer, besides that the research had a design with the descriptive and exploratory method because they allowed to tabulate a survey and explore the dimensions immersed in the management of the Ecuadorian brands. The results reveal that a majority of those surveyed consider several strategic elements to be fundamental for the success of brands in the Ecuadorian market. In particular, 78% endorse the need for detailed competitor analysis as key to effective brand positioning, the same percentage also value the clear definition of brand identity to connect with consumers. In addition, 76% emphasize the importance of continuous implementation and monitoring of brand strategies. Finally, 73% agree on the need to periodically evaluate and adjust brand strategies to adapt to changes in consumer behavior. Among the most relevant findings, 74% of consumers believe that the development of an effective communication strategy can increase the positive perception of a brand among Ecuadorian consumers. This emphasizes how the way a brand communicates with its audience is crucial in shaping its image and reputation. Brands that adopt well-structured and tailored communication strategies not only improve their visibility, but also foster a sense of trust and credibility, essential elements in building long-term customer relationships.