Análisis de la gestión estratégica de marca personal de jugadores de fútbol de la LIGAPRO Ecuador.

Abstract

The strategic management of personal branding in football has become fundamental in Ecuador's LigaPro. This study examines the strategies adopted by players, referencing international stars like Cristiano Ronaldo and Lionel Messi, and national figures such as Antonio Valencia and Enner Valencia. The research methodology includes both quantitative and qualitative approaches, such as social media analysis, interviews, and contract reviews. The expected results aim to provide a deeper understanding of how personal branding strategies influence players' careers and offer recommendations for optimizing their market presence and fan engagement. This study benefits not only the players and the league but also contributes to the academic and professional knowledge of sports marketing and personal brand management. The theoretical framework highlights relevant theories in marketing positioning and communication. Personal brand management, essential in the digital age, involves defining objectives, understanding the audience, developing an authentic message, choosing communication channels, executing campaigns, and monitoring strategies. The evolution of personal branding in sports from the 1960s to today, from Ali to Ronaldo, shows how athletes use their image beyond endorsements, with strategies like personal narratives and social media being key. The strategic analysis of personal brand management for LigaPro Ecuador players involves market research, goal setting, research design, and data analysis. Understanding consumer generations, market segmentation, and using tools like Ansoff and BCG matrices are crucial for developing effective strategies. This study employs a descriptive and exploratory design with a mixed-methods approach, using interviews, surveys, and media analysis to gain a comprehensive understanding of personal branding in Ecuadorian football.