Brand DNA as a tool for creation and management of brands, aimed at sports subcultures in the Ecuadorian context.

Abstract

This research proposes to create an Ecuadorian brand of combat apparel, that reflects the characteristics, values, socio-cultural expressions and intangible elements obtained through the qualitative study of a subculture´s consumptions, formed due to the growth of Mixed Martial Art´s practice in Ecuador, considering Strategic Design as
methodological approach and the Brand´s DNA as work model, a tool that allows to develop a solid brand concept, coherent with the context and the study´s findings.