Gestión de branding para el posicionamiento de la Ferretería Morocho Guamán Ángel Fernando en la provincia de Zamora Chinchipe

Abstract

The objective of the research was to develop a branding management proposal for the positioning of the hardware store "Ángel Fernando Morocho Guamán" in the province of Zamora Chinchipe, the work is based on a qualitative and quantitative approach since the field research was carried out through surveys to the target population and interviews to the company's personnel. The level at which the project was developed is exploratory since a previous analysis was made, descriptive because it details the most relevant elements in terms of brand management and transversal since it studies the two variables (management and positioning) at the same time. The research design is non-experimental due to the variables are not manipulated but described as they are present in the environment, the bibliographic documentary research has been developed through the study of the company's documents and works previously done, including scientific articles, theses, books, and other materials in physical and virtual sites. To select the sample, the economically active population of the province of Zamora Chinchipe was taken into consideration, prorating the percentage for the different cantons depending on the number of people living in each sector; therefore, the formula for calculating the sample for finite populations was used. To develop the management model, the work suggested by Aaker 2002 has been taken into consideration, which is composed of strategic analysis, brand identity system and the position to be taken by the company to successfully carry out the organization's destinies. The results obtained conclude that the Morocho Guamán Ángel Fernando hardware store does not have the required positioning; therefore, the innovation of the brand is proposed in a strategic proposal that leads to the desired positioning.