Gestión de branding para el posicionamiento del hospital básico Clínica Riobamba provincia de Chimborazo

Abstract

The objective of this research work was to develop a branding management proposal for the positioning of the primary hospital "Clínica Riobamba" in the province of Chimborazo, with the purpose of improving and boosting the growth of sales and consequently its profitability; the work is based on a qualitative and quantitative approach since the field research was carried out through surveys to the population and interviews to the company's personnel, this information was treated through a statistical process and a descriptive analysis that details the elements in a transcendental way in terms of brand management and transversal since it studies the two variables (management and positioning). The research design was carried out in a documentary way. Therefore, the information collected was obtained from bibliographic sources, books, and documents to investigate, interpret, reflect, and analyze the company's statement. With the field research level, accurate and concise data were obtained, thus obtaining a current analysis of the private medical center. The EAP of the Province of Chimborazo was considered to select the sample. Therefore, the formula for calculating the sample for finite populations was used. David Aaker's model for branding management, which was developed in this work, is suggested, consisting of strategic analysis, brand identity system and the position to be taken by the company to carry out the organization's destinies successfully. The results concluded that the primary hospital "Clínica Riobamba" does not have the required positioning; therefore, the brand's innovation is proposed in a strategic proposal that leads to the necessary positioning.