Development of political brands in the north of Ecuador, from the perspective of political marketing.

Abstract

At present, it is necessary to carry out specific investigations that deepen the creation, orientation and development of political brands. Responding to this gap, in the body of knowledge, the establishment, orientation and positioning of the new political parties in the northern part of the country is proposed as an exploratory study; for this, a political brand of Ecuador founded in the year 2013 is analyzed; therefore, the methodology that is best adapted is an exploratory case study approach. The interview and direct observation were applied to the political leaders of the parties under study, during the period between October 2018 and January 2019.