Diseño de una estrategia de comunicación para el fortalecimiento del posicionamiento de la marca textil Comercial Naranjo, para la plataforma TikTok.

Abstract

This PAP focuses on the development and execution of a digital communication strategy aimed at strengthening the presence and reach of the textile brand 'Comercial Naranjo' on the TikTok social network. 'Orange Commercial'. This study provides a comprehensive view of the steps and processes involved in creating and executing an effective digital communication strategy for a textile brand in the age of social media. For its implementation, a series of strategic objectives have been established that range from determining its current communication situation to the creation of attractive multimedia content related to textile products. These goals are supported by mixed research that combines qualitative and quantitative analysis to deeply understand TikTok audience behavior and preferences. The digital communication strategy has been designed to optimize the presence of 'Comercial Naranjo' on TikTok, using creative and dynamic content to showcase its high-quality textile products. The brand is uniquely positioned to lead the market and reach new customers in an ever-evolving digital environment.