Análisis de la incidencia del marketing estratégico en la gestión de marcas personales de la Agencia MADEid de la ciudad de Guayaquil.

Abstract

Brand management is a process that consists of applying a series of strategies previously formulated based on objectives that try to respond to a necesity. These brands can belong to a company or an individual, the latter are called "personal brands". Its management, not far removed from the business, seeks to establish a connection with the target audience, the difference lies in the individual's possibilities to do it on their own or to hire experts on the subject. MadeID is a digital identity agency, where the brand, personal and commercial management service is offered; With approximately 3 years in the market and with a view to expanding its client portfolio, it has been considered important to analyze the impact that strategic marketing has on the management of the brands of the professionals it serves. The research methodology chosen has been quantitative, since it has allowed us to directly reach the selected sample, personal brands, with questions that in turn yielded valuable contributions on the perspective of these professionals on the agency. Finally, the results obtained will allow the agency to formulate new strategies, considering the suggestions provided by the respondents to improve quality and always give a plus in the services offered.