“Re-branding para posicionar la empresa “Telanova” en la ciudad de Riobamba.”

Abstract

The Commercial "TELANOVA" does not have a brand identity, nor MktD (web, social networks, among others) and had no knowledge of Mkt, which generated a low market positioning against the competition, therefore, the objective of this research was to design a rebranding for the positioning of the company "TELANOVA" in the city of Riobamba. The methodology used was of mixed approach (quantitative-qualitative); the scope of the research was exploratory and descriptive; a non-experimental design of transversal type was used; the type of study was documentary, field and applied to obtain information through methods, techniques and instruments, among which were the interview directed to the owner and the survey applied to a sample of the Economically Active Population (EAP) of the city of Riobamba. Through the methodology applied, it was determined that "TELANOVA" has a low positioning and recognition within the market, which negatively affected its sales volume, and that it does not have a mission, vision and corporate values to help it define its objectives. It is concluded that the information obtained through bibliographic sources allowed acquiring a theoretical support to the research achieving a detailed knowledge about rebranding and positioning, providing necessary information to know the importance of rebranding in companies and from this to make use of the technological tools that seek to position the brand.