Gestión de branding para posicionar a la Cooperativa de Ahorro y Crédito Crecer Wiñari del cantón Ambato

Abstract

The "Branding Management to position the Crecer Wiñari Savings and Credit Cooperative of Ambato Canton" is an investigation aiming to establish Branding strategies to generate connections with partners and customers. The branding management in this study seeks to make the entity a great competitor in the financial market and consequently position the company in the local market. The research methodology encloses an interview addressed to the general manager of the institution to determine the internal difficulties of the company, and partners and clients were surveyed. The research design is non-experimental since the variables are not manipulated; in addition, several company documents and works such as scientific articles, theses, books, and other materials on physical and virtual sites have been the basis for bibliographic research. The findings determined that the institution's brand is appropriate for its positioning in the financial market as long as it has adequate branding strategies. However, this financial institution lacks the support of the marketing department to manage and organize brand strategies. For this reason, the proposal is fundamentally based on designing strategies that improve the brand image's communication, considering its purpose and brand values to influence the public. For this to be possible, it is necessary to consider that the purpose of every institution is to provide quality products and services that differentiate them from the competition. Finally, the implementation of the strategies exposed in this research are relevant to improving the competitive institutional position within the financial market and, in the long term, becoming one of the largest cooperatives in the city and the country.