Gestión de branding para posicionar a la Corporación Integral Solidaria Sumak Tarpuy de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present study was developed with the purpose of meeting the objective related to the design a branding management system as a positioning strategy for the Sumak Tarpuy integral solidarity corporation headquartered in Riobamba city, for which the research was based on methodological terms from the documentary inquirí to support the development of the subject, therefore, the interview as a recursive elemente allowed to know cultural aspects, beliefs, symbols, ideologies related to the director of the corporation, while the survey generated data related to the entire population, which were systematized using the Spss tool, for which the results showed that 100% of the participants considered that the brand provides security, positive image projection and trust, these considerations were important as they determined that potential users are willing to buy organic products. In addition, it was found that success will depend on the technological management related to the consumption of information oriented to digital media as an ideal advertising platform for positioning, but maintaining the physical support for sale is essential because 86,42% asserted this, because the consumer seeks to buy healthy food in person to have security. For this reason, it is concluded that the strategic proposal for the Sumak Tarpuy integral solidarity corporation generated a new approach to position through communication and socialization of the brand that focused on the emotional, cultural, experiential, and innovative sense. Therefore, the corporation is recommended to adopt the results of this branding model as it will directly affect its positioning in Riobamba city in such a way that the target audience will show a real approach to the organization.