Plan de branding para el posicionamiento de la empresa Lasland del cantón Guano, provincia de Chimborazo

Abstract

LASLAND company does not have a clear visual and verbal identity that allows it to differentiate itself from the competition and build a solid image in the minds of consumers, therefore, the objective of this research was to propose a branding plan through the implementation of effective strategies that reinforce the image and perception of the brand in local and potential consumers, to improve the positioning of LASLAND company in Guano canton, Chimborazo province in 2023. The methodology was of mixed approach (quantitative and qualitative); the scope of the research was descriptive; a non-experimental design of transversal type was used; the type of study was field research to obtain information through methods, techniques, and instruments, among which were the interview directed to the owner and the survey applied to a sample of the Economically Active Population (EAP) of Riobamba and Guano cities. Through the methodology applied, it was determined that LASLAND has a low positioning and recognition within the market, which negatively affected the sales volume, and that it does not have a corporate identity that allows it to define its objectives. It is concluded that the information obtained through bibliographic information sources allowed for acquiring theoretical support for the research, achieving detailed knowledge about branding and positioning, and also that an effective branding plan can have a direct impact on the profitability of SMEs, by creating a solid brand and valued by consumers.