Gestión de branding para mejorar el posicionamiento del hotel Real Madrid en la ciudad de Riobamba

Abstract

This research was based on a branding management development in order to improve the positioning of the Hotel Real Madrid in the city of Riobamba, The methodology managed was key to the development of the same, using methods, techniques and instruments that projected the current situation of the company, applying an interview to the owner and the use of a survey with a sample of the PEA occupied of 383 people, this is how the relevant information could be collected from both internal and external factors. With the interview it was possible to show fallacy such as the null management of corporate identification, which does not allow it to have a position in the market and not differentiation with its competition. The results obtained from the survey confirmed the misrecognition of the brand with 86.4% of respondents, since it does not try to manage activities that influence image recall and does not handle advertising of any kind, and 99.7% of people believe that through the image a brand is built. Subsequently, a situational analysis was carried out that gave development to the analysis of the competition, determining that it is not competitive in the Riobamba market, and a crossover of variables, which helped to determine strategies to achieve the objectives set, within them is as a proposal the development of its business philosophy, branding with its corporate identity manual, use of social networks, communication with users and dissemination of content, creation of website, formation of strategic alliances and identification of personnel. The study concluded that branding management is necessary and assists in the identification of the company by current and potential customers, which should be carried out with the recommendations proposed.