Re-branding para posicionar la empresa “Boutique Enigma” en la ciudad de Riobamba

Abstract

Boutique Enigma' needs to develop its brand internally and externally; this caused the organization to fail to attract more potential customers, causing a disadvantage compared to the competition that has gained ground in the market with advertising innovation and brand recognition. Therefore, the purpose of this research work was to propose a rebranding of the brand to improve the positioning of the company 'Boutique Enigma' in the city of Riobamba; For this purpose, previous bibliographic research was conducted to expand the researcher's knowledge about branding, since it is a process that requires vision and creative thinking to be executed, in addition, background information about rebranding and its influence and use in other companies was analyzed. Regarding the methodology, the research approach was mixed (qualitative-quantitative), descriptive and exploratory, non-experimental, transversal, documentary, and field; the methods used were: deductive, inductive, and analytical due to the use of different tools for data collection; the main one being market research applied in a significant sample of the city of Riobamba. By applying the surveys to 384 individuals, it was possible to identify that people need to accurately recognize the company, which does not favor it in terms of sales. The different situational analysis matrices made it possible to identify and propose different marketing strategies to achieve the project's objective, including the rebranding proposal to improve customer perception of the company.