Gestión de branding para el reconocimiento de la marca Termo Formaciones en la ciudad de Quito

Abstract

The present curricular integration study focused on developing a branding management for brand recognition, through the implementation of strategies that allow continuous improvement for a company called Termo Formaciones headquartered in Quito city through the application of this proposal. The study was based on a qualitative approach supported by different bibliographic sources for its relevance, quantitative by the collection of data that provided relevant information for its analysis, therefore a survey was developed aimed at the economically active population to know the detailed profile of the consumer as well as an interview applied to the owner manager in order to obtain information about his dependence, business trajectory, long-term expectations, advertising strategies currently used, because the information collected was a fundamental pillar for the construction of a SWOT matrix that allowed the design of the appropriate proposal and the development of physical or technological communication strategies through digital tools focused on increasing brand recognition; All this was reflected in a follow-up and control action plan that lets a better intervention of what is being executed. The application of this proposal is recommended as a starting point for brand recognition, always prioritizing well-being and business development.