Branding corporativo para posicionar la marca de la Cooperativa de Ahorro y Crédito “Coca Ltda.” en la ciudad de Coca

Abstract

In the research work developed, the objective of the study was to use branding as a positioning strategy in the "Cooperativa de Ahoro y Crédito Coca Ltda. in the city of Coca". For this project, a mixed approach was used since it is based on qualitative and quantitative analysis considering that factors such as were taken into account: personal data, opinion of the respondents regarding the positioning of the brand, and at the time of tabulating the results obtained from the survey, to make use of this tool the economically active population of the city where the study was developed, the population segment corresponds specifically to men and women who are between 15 to 65 years of age which is equivalent to 20594 people and applying the sampling method for finite populations, we obtained a sample of 377 people. The results have shown the perspective of people external to the Coca Ltda. savings and credit cooperative. In short, they indicate that the positioning of the cooperative is low level because its brand is not a practical way to remember, in addition to its digital services that are almost nonexistent and little resorted, which has caused people not feel safe when trying to make digital fransactions with this financial institution. It is concluded that branding contributes to creating strategies with greater strength to achieve a competitive level before the organizations that interact in the local market, including making a structural change in the savings and credit cooperative Coca Ltda., it will reach more customers through digital media. It is recommended to have a follow-up service to members and customers, perform an analysis periodically and continue with the implementation of strategies that help the main objective of the plan.