Visual identity with ancestral iconography in the fashion industry

Abstract

The projection of a business image stands out as a fundamental asset in the communication strategy. Visual identity and the incorporation of ancestral iconography emerge as powerful resources to transmit the history, tradition and pride of a country. This combination can turn brands into competitive icons in the international market. This article explores the relationship between visual identity and ancestral iconography in Ecuadorian fashion brands, analyzing how they strengthen cultural identity and global competitiveness. We carried out an exhaustive bibliographic review focused on visual identity, cultural branding and its influences. Additionally, we analyze cases of Ecuadorian fashion brands that stand out for promoting cultural identity through ancestral iconography. Visual identity is a strategic asset for companies. The way a brand is presented visually impacts consumer perception and its success in the marketplace. Brands that incorporate ancestral iconography connect with the history and culture of their country, strengthening their identity and generating both local and international pride. The cases studied reveal Ecuadorian fashion brands that succeed in the global market thanks to ancestral iconography. These brands demonstrate that connection to culture is key to international success. In summary, this analysis highlights the importance of visual identity and ancestral iconography in Ecuadorian fashion brands. Brands that embrace their cultural heritage not only differentiate themselves in a competitive market, but also convey respect and appreciation for their roots and the history of Ecuador. These results support the idea that visual identity and cultural elements are powerful tools to compete in the international market and connect emotionally with consumers.