Gestión del branding para posicionar el Centro de Rehabilitación Integral de Alta Complejidad CENREFK en la ciudad de Riobamba

Abstract

This research work was based on the development of a Branding Management, in order to position the High Complexity Comprehensive Rehabilitation Center "CENREFK" in the city of Riobamba. The methodology was key to the development of the research using techniques and instruments to obtain a situational diagnosis such as the interview based on the RMG matrix to analyze internal and external factors of the company. Surveys were applied to the economically active employed population in order to know the perception and level of positioning of the company in the local market, in addition an analysis of the most relevant critical success factors of its main competence was carried out. With the interview, it was possible to identify internal and external shortcomings, having as a result that the company is in a seed situation, which indicates that it must improve brand management so that it can have a positioning and develop marketing activities according to the needs and market trends. Within the market study it was evidenced that 83% of the population does not know about the company, they also have a negative perception of the current company brand because it is not easy to remember, pronunciation and attractive. Regarding the analysis of the competition, it was determined that the CENREFK company is not competitive in terms of promotion, advertising, presence in social networks and the Internet. It is concluded that the company, brand and / or service is not positioned in the market. It is for this reason that it is recommended to take advantage of the established proposals since a new brand was designed that identifies the purpose, business philosophy and everything that represents the company, in addition, marketing strategies were developed that allow to achieve a positioning of the company with the in order to build lasting relationships.