Analysis of the External Communication Method of the Analucila Jewelry Design brand

Abstract

The Analucila Jewelry Design brand is a micro-enterprise created at the beginning of 2017 that has as its main activity the design and commercialization of semi-fine and fine jewels, but currently presents the need to differentiate itself from the competition in order to strengthen the image of its brand due to the constant growth of businesses that offer the same category of product, without having a marked differentiation in relation to the competition, for this reason through this research it is intended to analyze the method of external communication for the strengthening of its image, in order to project a positive perception for its current and potential external audience, for which a diagnosis will be made in order to understand its brand identity and evaluate the communication strategy it maintains with its audience; allowing in this way to discover the perception that one has of it with the purpose of guaranteeing the good performance and development of the external communication plan if required. In the development of the research, the concepts of communication, their processes, types and elements are addressed, it is also about the corporate identity, its concept and factors that integrate it. In this research, exploratory research was used, through the qualitative methodology applying the Focus Group technique and the technique of interviews with opinion leaders such as image consulting professionals, designers and fashion bloggers, among others, as well as Descriptive research is applied with the quantitative methodology using the public survey technique through social networks.