LA COMUNICACIÓN ESTRATÉGICA COMO FACTOR DETERMINANTE DEL VALOR DE MARCA EN EMPRESAS GRANDES DE GUAYAQUIL

Abstract

The following thesis presents a study on the importance of managing corporate communications with a strategic and holistic approach, and the benefits this provides to the value and goodwill of a brand. The study selected the fifteen brands with the best reputation in Ecuador that have a presence in Guayaquil, and analyzed the relationship between those brands and its consumers through the “Brand Equity” guidelines proposed by Aacker. The study uses qualitative and quantitative methods for data gathering, with the objective of understanding which factors are the most important for the value of a brand. The study concludes that despite the fact that strategic communication contributes to a good corporate image and as a result benefits the value of a brand, it is not the only or main determinant of a brand´s value.