Plan de Re-branding para la innovación del concepto de marca de la Asociación Jambi Kiwa en la ciudad de Riobamba provincia de Chimborazo

Abstract

The “Rebranding Plan for the innovation of the brand concept of the JAMBI KIWA Riobamba city association, from Chimborazo province” aims to create rebranding management to reinforce the association identity. The rebranding contributed to identity for the association producers and artisans, improving their sources of work. This study followed a qualitative and quantitative methodology. In addition, a documentary and field process to the population (PEA) was necessary to get internal and external information in a reliable context. Subsequently, the target consumer profile was determined by a structured questionnaire of the survey whose findings reflected the level of impact of the association in the market. As a final part of this process, it was possible to reveal shortcomings and potentialities for the new brand development concept and its strategies to generate identity and recognition in the local market. Finally, it was possible to determine the lack of recognition of JAMBIKIWA by the consumers of Riobamba city due to the lack of dissemination and communication of the association activities. For this reason, it is recommended to implement branding management and rebranding with the proposed strategies to generate the identity and positioning of the JAMBI KIWA association.