Gestión de branding para posicionar la empresa mecánica Hofricoin en la ciudad de Riobamba

Abstract

This curricular integration work (CIW) contains the development of a proposal for the branding management of the “Hofricoin mechanical company” because it does not have adequate brand management, its main obstacle is the lack of recognition by the riobambeños and with this the constant decrease in the income expected by the company. the main objective was the elaboration of a proposal for branding management that would allow the company to position itself before its competitors. this research began with an exhaustive analysis of the macro and micro environment in which “Hofricoin” develops, with the help of a questionnaire a survey was elaborated and applied to a probabilistic sample of the corresponding citizens of the city of Riobamba. The data obtained helped prove the proposed research question that supports the direct relationship between branding management and increasing the company's positioning. the results allowed us to refute the lack of recognition that the company has, also it was possible to take into account the opinion of consumers to create a proposal according to the customer profile obtained. In conclusion, we can deduce the importance of implementing a brand and its management for the positioning in the consumer's mind as well as creating strategies that go according to the new trends in the market for constant innovation of Hofricoin.