Estrategia de Comunicación Integral 360° para la marca CLEO accesorios

Abstract

Abstract: This master's thesis focused on the consolidation of a 360° Comprehensive Communication Strategy for the brand "CLEO Accesorios," a startup located in the city of Sangolquí, Rumiñahui Canton, Pichincha Province. This startup has been in the local market for three years and, for various reasons, has been unable to position itself and generate visibility in its local market of influence. To develop a strategy proposal, a thorough assessment of its current communication conditions, strengths, and opportunities was undertaken. Thanks to the openness of its team, it was possible to identify the critical elements of its communication management model, and thanks to this work, it will be able to systematically and structure an integrated communication proposal in the near future. Its distinctive values ​​deserve to be recognized, and in an effort to improve its identity and image, several important changes are proposed to its approach to communication and marketing that will allow for recognition of its work, products, and services.