POLITICAL BRANDING AS A COMMUNICATION TOOL IN THE CONSTRUCTION OF IMAGE IN THE POLITICAL CANDIDATES OF THE SECTIONAL ELECTIONS IN THE CITY OF RIOBAMBA – ECUADOR

Abstract

The Political Brand As An Image Communication Tool For The Mayor Of The City Of Riobamba In The Sectional Elections Of 2023 Aims To Identify The Political Brand As A Tool For Image Communication For The Mayor's Office, The Research Is Based On Theories Of Political Marketing As The Main Science, Breaking Down From This The Brand Types Of Brand, Communication, Non-Verbal Communication And Political Ordinances. In The Research Methodology, A Mixed Approach Was Used So That The Investigation Of The Subject To Be Treated Can Be Carried Out, The Survey Was Developed To Obtain Data According To The Study Variables, After This Eye Tracking Was Used To Measure The Perception That The Political Candidate Has. The Results Obtained Are Based On Parameters Of Composition And Non-Verbal Communication, In Such A Way The Idea To Defend That The Visual Analysis Of The Candidates For Mayor Of The City Of Riobamba Aims To Increase The Level Of Acceptance That Voters Have During The Election Period, Giving Way To The Proposal In Which The Political Brand Model Was Raised With Analysis Strategies, Differentiation And Notoriety To Be Applied In The Pre-Campaign Period Of The Candidate In Addition To This, An Added Value Is Given To The Research With The Sherpa Manifesto Addressed To The Marketer. After Having Carried Out The Study, It Is Concluded That Strategies Have Been Proposed With Which The Voter Can Know The Political Candidate, These Being A Guide For The Pre-Campaign, Recommending Using The Proposed Model To Have A High Level Of Effectiveness In The Mentioned Period.