Plan de branding corporativo para el posicionamiento de la marca “Segar Pinturas” en la ciudad de Guayaquil

Abstract

In this research work, a Branding plan was developed with the purpose of positioning Segar Pinturas brand in Guayaquil city. In order to carry out this process, it was necessary to use several techniques and instruments that allowed the correct collection and analysis of the information. Techniques such as surveys and interviews were used, which in the case of the survey provided a clear vision of the image of the company that the consumer has, while the interview showed how the internal management is from the owner's perspective. For the application of the surveys, the population to be studied was determined first in order to carry out the sampling with the purpose of knowing the state of the company in the market that is being developed. The results obtained showed that the image of the brand is very weak, since most of the people who were surveyed did not recognize it. This is due to the fact that the company does not carry out communication actions, causing that several of the potential customers opt for better known brands when they acquire this type of product. Subsequently, both the micro and macro environments were analyzed in order to understand how they can affect the company from a branding perspective. For this reason, it is advisable to take advantage of the company's strengths, such as its experience in the market and the quality of its product, to improve its positioning through the implementation of the strategies proposed and thus improve the brand's positioning.