“Gestión de branding para fidelizar a los socios de la cooperativa de ahorro y crédito Fernando Daquilema de la ciudad de Riobamba"

Abstract

The Cooperativa de Ahorro y Crédito Fernando Daquilema Ltda., does not have an adequate implementation of branding strategies that allow them to create a memorable impression among its members, neither differentiate itself from the competition, therefore, the objective of this research was to design a branding management seeking the loyalty of the members of the Cooperativa de Ahorro y Crédito Fernando Daquilema in Riobamba city, which had the purpose of designing strategies for the loyalty of the members of the institution. The methodology carried out in the research process sustained a quantitative and qualitative approach for the collection of information based on the positive or negative experiences of the partners about the institution. The study population was the PEA (EAP- economically active population) of Riobamba city, being this important for the implementation of a documentary and field research for the collection of information from the use of methods, techniques, and instruments, among which highlights the interview with the head of the marketing area of the institution and the survey of partners and customers of it. through the methodology implemented, it was possible to identify those shortcomings within the institution and the poor implementation of branding strategies. In this context, it is concluded that the Cooperative does not have an adequate implementation of branding strategies, which prevents it from differentiating itself from the competition, creating an emotional connection with the brand and achieving loyalty among its members.