Gestión de branding para posicionar la imagen institucional del GAD parroquial La Providencia, cantón Guano

Abstract

The present investigation is based on the Branding Management with the purpose of correcting the positioning of the institutional image of the Gad Parroquial La Providencia, the specialized methodology was used for the development of the same, methods, techniques and instruments were used that helped to investigate which was the state of the institution, the survey was applied to the population of La Providencia taking into account the occupied EAP of about 369 people, taking into account internal and external factors. With the help of the interview, several aspects were also taken into account, which revealed several shortcomings of the institution. The results obtained through the studies carried out were with a high percentage which indicates that they do not know the institution and that its institutional brand is not relevant. Consequently, a situational analysis was carried out in which internal data of the institution was analyzed, managing to create new strategies to position the institutional image and also a new brand proposal was presented with its respective manual, the corporate identity of the company was also proposed since the company did not have it. After conducting a careful study, it was determined that branding management for positioning is important and strengthens the identification of the institution by potential and current customers.