Gestión de branding para posicionar la feria libre San Pedro de Licán, Cantón Riobamba

Abstract

The present Degree Project was developed based on the topic of Branding Management to position the San Pedro de Lican Free Fair, in the canton of Riobamba. It was taken into consideration the existence of several deficiencies, among which a brand image had not been established to generate value, identity and, above all, positioning. As a result, there was a lack of awareness of the free fair. Taking this situation into account, the objective was to design a branding plan that would highlight branding and the benefits of its application. The methodology adopted integrated qualitative and quantitative approaches, with a documentary and field research level. For the study level, a cross-sectional design was used, combining a descriptive and exploratory approach in data collection, through instruments such as interview and survey. The target audience selected was the economically active population of the canton of Riobamba. The proposal was designed through the analysis of the data obtained through the SWOT matrix, resulting in 12 strategies that contribute to the recognition and positioning of the brand. It is recommended that companies adopt a Branding Management to have a positive, attractive and lasting identity and image that will allow them to position themselves in the market.