Re-branding para posicionar la Fundación Internacional Buen Samaritano Paúl Martel (FIBUSPAM) en la provincia de Chimborazo

Abstract

Within the Good Samaritan Paul Martel International Foundation (FIBUSPAM), the main problem identified was the lack of repositioning or rebranding of the institution's brand, which resulted in low visibility among the target audience; therefore, the main objective was to develop a rebranding communication scheme for brand recognition in the province of Chimborazo. Within the methodology, a mixed research approach was used, that is, qualitative and quantitative variables were analyzed, a descriptive and exploratory level of research allowing, therefore, the study of the problem posed and thus capture relevant data through techniques and instruments such as interviews and surveys; in addition to the use of the non-experimental design in a cross-sectional manner, whose type of study was field and documentary and the research methods were deductive - inductive. Likewise, the general principles of brand rebranding to individuals were presented and synthesized in the research findings. Cronbach Alpha was used to obtain a valid and reliable survey with a score of 0.90, which was applied to a sample of 384 people. The main results determined the need to restructure the brand since it retains a basic structure made in an empirical way that does not allow it to build brand loyalty or strengthen its identity among the target audience. It is thus concluded that the Corporate Rebranding model based on the Theory of Evolution allows the sensorial execution of the brand identity for brand recognition and positioning