Diseño de un plan estratégico de comunicación para construir la reputación de los artistas guayaquileños emergentes. Caso aplicado a la banda Tombó.

Abstract

This paper develops a Strategic Communication Plan to strengthen the reputation of emerging bands in Guayaquil, taking the band Tombó as a case study. In a context where the Ecuadorian music industry faces challenges such as lack of institutional support and low investment in the creative economy, this study proposes branding, dissemination and positioning strategies to improve the visibility of local artists. A mixed approach was used, with quantitative (surveys and data analysis) and qualitative (interviews and observation) methodologies, allowing a comprehensive understanding of the musical panorama. The expected results include the strengthening of the artistic brand, the increase of audiences and the creation of strategic alliances that allow the consolidation of Tombó in the music scene. Finally, this model can serve as a reference for other bands seeking to position themselves in the market.