Gestión de branding para posicionar la florícola Ireneflowers en la ciudad de Quito provincia de Pichincha

Abstract

The objective of this research work was to manage branding for positioning the floriculture Ireneflowers in Quito city, of Pichincha province, where it was intended to determine the relationship between branding management and brand positioning. The research methodology used was a mixed approach, which means quantitative and qualitative with an exploratory and descriptive level of research. Besides, the type of study is documentary and field, necessary for the research and strategies development. The technique used for data collection was surveys aimed at the economically active population of Quito city, the survey was validated by Cronbach's alpha with a result of 0.802, which represents a very good range. Through the surveys carried out, it was determined that 73% of the population was not aware of a flower brand, and in turn, Ireneflowers was not recognized in the market with 94%. Regarding the brand criterion, 40% agreed and 3% disagreed, regarding the visual elements, 43% agreed. Finally, the means of communication had to be frequent with 39%. In this way, it was possible to verify the idea to defend that branding management allowed the positioning of the floriculture Ireneflowers in Quito city since there is no brand currently positioned in the market and this became an advantage to achieve being recognized as the first flower brand. The use of the proposed strategies is recommended to achieve the established objectives in the short term.