Branding para el reconocimiento de la marca de la panadería y pastelería “El Dorado” en la ciudad de Riobamba

Abstract

This research deals with a branding plan to achieve recognition of the “El Dorado” bakery and pastry shop in Riobamba city through the development of several branding strategies that helped to solve the main problem, which was the lack of recognition with their clients; In addition to structure a correct brand identity through systems that allow improving the identification and differentiation of this business' corporate identity in the market. The design research followed a mixed methodology based on theoretical foundations and the subsequent market study through data collection from a survey of the selected economically active population sample of Riobamba city. Also, an interview with the manager of the “El Dorado” bakery and pastry shop was necessary. For the analysis of the collected information, the FODA, MEFI and MEFE matrices were essential since they lead to knowing the current situation of the corporate image, highlighting the absence of branding contributing to the company's recognition in the market. Therefore, implementing branding is recommended to improve brand recognition by the bakery’s customers.