Bibliographic citations
García, S., (2020). La creación de la marca de outsider como estrategia: Julio Guzmán en las elecciones presidenciales 2016 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653648
García, S., La creación de la marca de outsider como estrategia: Julio Guzmán en las elecciones presidenciales 2016 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653648
@misc{sunedu/3004069,
title = "La creación de la marca de outsider como estrategia: Julio Guzmán en las elecciones presidenciales 2016",
author = "García Alarcón, Silvana Lucía",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The main objective of the study is to analyze the construction of the brand outside the candidate for the presidency of Peru Julio Guzmán as a strategy to consolidate the image of a political leader. Political leaders must keep in mind that the personal image not only transmits messages, but also influences the emotions of the public. This article aims to explain the importance of creating a brand as a strategy within the scenarios of political communication. Likewise, this research highlights the value of the personal brand of a political leader and demonstrates that it can generate an identification with the public, being able to convey ideas and emotions that help influence the electorate. With the help of a qualitative analysis, this research aimed to demonstrate the existence of a relationship between the personal brand outside created by Julio Guzmán and his communication plan through non-verbal communication when transmitting his political message.
This item is licensed under a Creative Commons License