Plan de comunicación estratégica para el posicionamiento de la marca de ropa Myra en Guayaquil.

Abstract

In this paper, a strategic communication plan is developed for the positioning of the clothing brand Myra. A family business, which after teachings that have been passed from generation to generation, aims to increase its notoriety in a market as saturated as the fashion market, through actions that provide a brand image of national value with social responsibility. Through the collection of data, by means of interviews to collaborators and surveys as market research, the focus of this research was discovered, which is to strengthen the internal and external communication of the brand. It is proposed to increase and improve communication channels within the Myra team, to standardize processes and reduce delays. On the other hand, a new proposal is developed for the visual identity of the brand, which is connected to its values and essence. In addition, the planning of content focused on the purpose of the brand and its social responsibility actions is shared. Finally, a media plan is developed that includes physical channels to facilitate the visualization and purchase of the products by users. A public relations campaign is also taken into account to connect with the media and create relationships.