El Branded Content como Estrategia de Conexión Emocional: Análisis de su Aplicación en Marcas de Moda Locales en Bolivia

The article analyzes the effectiveness of branded content as a non-invasive marketing strategy, especially used in the fashion industry. Examples of successful international brands are presented and compared with the current situations of three local Bolivian brands. The brands Ikawi, Mün, and Alexa Rose Design. Through a qualitative study, it is determined that the lack of understanding about contemporary tactics and the absence of a brand identity are the main obstacles that local brands must overcome. The analysis highlights the importance of using innovative strategies such as fashion short films and storytelling to establish an emotional connection with customers and strengthen brand presence in the market.