Vendiendo felicidad: el nuevo paradigma de las marcas / Selling happiness: the new paradigm of brands

Abstract

It is not hard to understand that associating happiness with a brand is a smart strategic idea, perhaps what really motivates this analysis, is how to find the ways to interpret this concept and how to sell massively, trying to understand what companies really want from us to understand by happiness, and which are those brands that have anchored more effectively in these persuasive type of communications in order to transmit happiness at the moment we consume their products. In the particular case of Ecuador, in the upswing and consolidation of the medium class, the consumption levels have increased in favor of a conglomerate of brands, mainly foreign ones that have happiness impregnated in all its simbology. For this reason and based upon different brand ratings released in our country, the brand impact is analyzed and how it make buyers to assume that once they have acquired these brands, they have also advanced one more step in the endless pursue of happiness.