Gestión de branding para mejorar el posicionamiento de la empresa Costrucciones Civiles y Eléctricas Huami Cia. Ltda., de la ciudad de Loreto provincia de Orellana

Abstract

In this research work, some proposals were designed about branding management to improve the positioning of a company called Construcciones Civiles y Eléctricas Huami Cia. Ltda., located in Loreto city, province of Orellana. The study was developed through a quantitative and a qualitative approach for the correct analysis of the information from surveys applied to the significant sample of the sector, which allowed to identify the profile of the consumer and the perspective in relation to the turn of the construction company about communicative tools, the positioning, services offered, advertising on social networks and the competition. In addition, an interview was applied to the CEO in order to know the business actions, the management of marketing strategies used and the aspects that differentiate the company from the competition to develop alternatives that contribute to solve institutional shortcomings. Through the data obtained, it was possible to verify the current situation of the company, both internally and externally, where it was determined that 86% recognized the brand, but 45% agreed that communication should increase and a 75% agreed that marketing through internet should be improved. It was found that the process to attract customers is empirically carried out, which implies that there is total ignorance about branding elements and marketing strategies for brand positioning. Branding Management was carried out by applying the five stages of the Llopis model, where strategic guidelines were proposed with their respective costs, in order to position the brand within the market. For this reason, it is important that the company executes and evaluates this proposal by using the indicators to verify its effectiveness and viability.