Identidad de marca basada en los arquetipos de CARL JUNG y su influencia en la retención de clientes de tiendas de artesanía en Montecristi.

Abstract

Brand identity reflects a company’s ability to adapt to market changes, trends and consumer needs. A strong and consistent identity not only differentiates the brand from its competitors, but also strengthens the emotional connection with customers. Brand identity, based on Carl Jung’s archetypes, allows a deep connection with the public by evoking universal emotions and values. This approach helps build an authentic narrative, strengthening the emotional connection with customers. The objective of this work is to determine how brand identity based on Carl Jung’s archetypes influences customer retention in craft stores in Montecristi. The methodology used had a qualitative-quantitative approach, with a descriptive, exploratory, correlational and crosssectional design. Through a structured survey on a Likert scale and validated for its applicability with a Cronbach coefficient of (0.991). Through data analysis, according to the Spearman Rho coefficient, high correlations were obtained for the variables studied (HG: 0.953, HE1: 0.944, HE2: 0.991, HE3: 0.894, HE4: 0.911), which shows a strong relationship between them. For the proposal, a brand identity plan was proposed through the creation of a Brand Book as a guide to establish a coherent and authentic image that reflects the cultural and artisanal wealth of the artisan shops in Montecristi.