Branding corporativo para mejorar el posicionamiento de marca del paradero turístico Nitiluisa de la parroquia Calpi, cantón Riobamba

Abstract

This research work called: Corporate branding to improve the brand positioning of Nitiluisa whereabouts of Calpi parish, has as main objective to improve the level of positioning through the application of corporate branding, for this, a qualitative and quantitative methodology was applied, using some techniques with the respective instruments: The interview with its guide that contained a series of questions that facilitated the analysis of the information obtained and the survey with a questionnaire that allowed the collection of data that allowed the verification of the object under study. In addition, the level of research used was descriptive, since an analysis of the characteristics of the topic to be discussed was proposed. For the application of corporate branding, the neuromarketing eye-tracking tool was used, which allowed the selection of the ideal brand through the hot spots and visual tour. It is concluded that entrepreneurship is not positioned in the market. For this reason, it proceeded to develop marketing strategies that allowed it to begin to position the corporate image of the enterprise using different communication media. It is recommended to implement and keep constant control of the strategies developed, to achieve the desired results.