Gestión de branding para posicionar el restaurante “Timoneiro 2” de la cuidad de Quito

Abstract

The venture "TIMONEIRO 2" does not have the management of a marketing department consequently, its branding management is completely null, which has caused the restaurant a low positioning in the market and sector that it is located, therefore, this work aimed to manage the branding of the restaurant TIMONEIRO 2 to achieve a good positioning in the north of Quito, Jipijapa parish for the year 2022. The methodology implemented had a quantitative and qualitative approach. Additionally, a non-experimental research design of transversal type was used because the study variables were not manipulated and were executed in a determined time. The study population was the delimitation of the people located in Jipijapa parish, this served for the last action of various techniques and instruments applied such as the survey and interview. With the methodology applied, it was determined that the restaurant did not have a branding management because the management in recent years has been traditional and empirical with respect to marketing, as well as digital branding strategies were not handled and they do not have a brand identity. It was concluded that the venture does not have a marketing department, which prevents it from developing and positioning itself in the market, which is why a branding management was proposed together with strategies according to the needs of the restaurant so that it can develop in a better way.