Branding emocional como sistema de comunicación del marketing. caso: Rio Hospital de la ciudad Riobamba

Abstract

In this study, a marketing communication system was developed to incorporate emotional branding strategies in a company called Rio Hospital located in Riobamba city. This study allowed to know the different elements involved in the communication process and the appropriate way to incorporate branding as a means for the transmission of a message. Initially, documentary information was collected to serve as the basis for the development of the theoretical and conceptual framework, followed by an interview with the business manager to determine the current situation of the hospital. Surveys were conducted with the client portfolio and the economically active population of the urban sector of Riobamba city, to detect needs, customer requirements, current positioning and existing shortcomings in the provision of services. Finally, a biometric Eye Tracking equipment was used to decode physiological information on the attention and concentration levels of people at the moment of seeing different hospital brand designs. With the information obtained, weaknesses were found such as a low level of positioning, only 6% of the population prefers to go to Rio Hospital, due to the need to feel confidence to purchase the service. It was concluded by testing the hypothesis, rejecting the null hypothesis and accepting the alternative hypothesis, i.e., that there is a direct relationship between emotional branding and the marketing communication system. For this reason, it is recommended to apply the proposal of the communication system model that integrates branding strategies within its process.