Branding corporativo como estrategia de posicionamiento para la empresa Rediséñate Life de la ciudad de Riobamba

Abstract

This research work aims to build the company's branding REDESIGN LIFE, innovating and establishing strategies for its positioning in the market. The research was developed based on the quali-quantitative approach that allowed the correct analysis of the information collected by applying the matrices of diagnosis, EFI and EFE, an interview was applied to the manager of the company in order to determine its current situation, shortcomings were detected such as the lack of philosophy corporate image and communication strategies. Two surveys were applied to potential and current customers. The results obtained determined that the level of positioning of the company is low, the demand for its services is high and a negative perception towards its logo. The second study conducted with current clients determined the level of acceptance of the redesign of the company's logo, which was developed with the implementation of a biometric neuromarketing equipment called eye tracking, with which, through hot spots and visual tour, supported the creation and selection of the new imagotype. Therefore, the implementation of the Branding model is proposed, where the positioning and communication strategies are designed, and a corporate identity manual specifying the use and application of the brand that aims to generate an impact on customers and the market.