Gestión de branding para el posicionamiento de la nueva línea de productos en la empresa Extrual ubicada en la ciudad de Salcedo, provincia de Cotopaxi

Abstract

This study aimed to determine the incidence of a branding plan for positioning the "Extrual" company in the city of Salcedo through bibliographic and documentary research. This research includes a mixed-type methodology, with an exploratory and descriptive level, of a non-experimental, transversal, documentary, and field approach. Also, the deductive, inductive methods were necessary; by following techniques such as a survey addressed to 361 individuals and the interview with the company's general manager to analyze its main strengths, weaknesses, and internal factors. Additionally, during this research, there was an analysis of the main behaviours of the competition regarding the cooperative branding used for their business models. In the same way, consumer behaviour was oriented to the consumption preference of glass distributors instead of aluminum workshops due to their positioning in reliability with their name, logo, slogan, and loyalty strategy used to their brand. Other aspects involved in consumer behaviour are data collection to create a brand with credibility and preference with emotional bonding, as the use of colour theory when generating the brand manual for the new line of products for "Extrual". Finally, external, and internal analyses contributed to the company's positioning to detail the client impact generated by the brand using analyzed metrics so that "Extrual" is not represented as a glass distributor but as companies engaged in construction. It is essential to consider the branding model oriented to the positioning of the new product line, which will get a reliable brand with a permanent market incursion addressed to a loyal consumer.