Estudio de la imagen de marca de los artistas en la ciudad de Machala

Abstract

Brand image is an important element to project the activity performed within a certain area and must have fundamental characteristics such as being functional, understandable and aesthetic so that the target audience can understand it easily and remain in their minds.The artistic sector is unfortunately not as valued within the city of Machala as it should be, this creates a problem and a lack of a brand image from a common denominator as one of the reasons for the current situation. It should be noted that it is a fundamental element when projecting what the artist offers as a good or service since it must be related to the activity they perform. The artist must appreciate and understand the importance of the brand image since many of them use it based on personal tastes, they make eventual events and present it as their image which shows the lack of interest, one of the reasons in turn is that the artists themselves do not consider themselves with due importance as professionals and believe they do not need this communicational element