Propuesta de modelo de gestión de marcas para empresas de diseño de indumentaria independiente en la ciudad de Quito en el año 2019.

Abstract

Many independent clothing design businesses in Quito lack strategic brand management, which creates difficulties in their development and lack of competitiveness. The proposes a general model of adaptive brand management for these types of companies, based on the attributes valued by customers and their needs. This is a descriptive study and based on literature review, interviews, direct observation and surveys. The ventures of the industry studied in Quito lack a solid corporate identity, effective and planned communication activities, as well as proper brand management. The market has as main interests, when purchasing clothing, the price, the availability of sizes and models, the aesthetics of the garments and the quality of the materials. Based on the results, an application model is proposed for the sector's businesses.