Re-branding para el posicionamiento de la agencia de viajes Nómada Travel Cia. Ltda. en la ciudad de Riobamba

Abstract

The objective of this research work was to design a rebranding plan for the positioning of the travel agency Nómada Travel CIA. LTDA. in the city of Riobamba. A mixed methodology was applied, both descriptive and exploratory, using inductive, deductive and analytical-synthetic methods. In addition, the sample size was calculated taking into account the occupied EAP of the city of Riobamba. Matrices such as SWOT, MEFI and MEFE were also analyzed, which allowed the identification of both internal and external factors of the agency. In this way, a new brand proposal was evident from an organizational philosophy, a brand manual, and strategies that project the image of the travel agency and the services or products they offers. In addition, the result was that 71% of the potential market does not know the brand, because it has not had a good digital presence and they have not achieved a positive connection between customers and the brand. This is how 52% say that the slogan reflects emotions in a brand. Additionally, 52% said that the name of the travel agency causes them emotion, however, a connection with it has not been achieved. Concluding with the investigation, a market study was carried out applying techniques and tools, thus identifying the current situation of the travel agency, thus recommending that the main axis be knowing which audience to target and maintaining a good digital presence, guaranteeing thus a better positioning in the market.