Gestión de branding para posicionamiento de la COAC Juan Pío de Mora Ltda. del cantón San Miguel, provincia de Bolívar

Abstract

The present Research Work entitled Branding Management for the positioning of COAC Juan Pío de Mora Ltda. of San Miguel Canton, Province of Bolívar, had as main aim to manage the company's brand to improve its positioning within the local financial market. The method through which they developed the research was of mixed approach, because qualitative and quantitative data collected, non-experimental, cross-sectional design. They developed the field study through a survey directed to 137 inhabitants, and an interview with the General Manager, which determined the current situation of the company's brand and the perception that people have about it. The major results of the research are that people chose a cooperative because of the interest rates, security, and the preferred services are credit and savings accounts; likewise, 61% of them know the company, they can remember the brand easily, they associate it with progress and development, and the value with which they identify it is trust; The company's publicity is inadequate because of the limited use of technological tools, which prevents it from disseminating important and valuable information, as it is a company that has the lowest costs and rates for its products and services. They concluded that Branding Management serves to generate the positioning of COAC Juan Pío de Mora Ltda. through the proper use of a model and the correct application of each of its phases, therefore; it recommended applying strategies based on the image, identity, architecture, notoriety, and value of the business brand and communicate them in social networks.