Gestión de branding para el posicionamiento de la empresa UPROCACH

Abstract

The UPROCACH organization lacks the implementation of branding strategies, presenting problems in the positioning and recognition of the brand within the market in Riobamba city. For this reason, the objective of this research was to develop a proposal for “Management of branding for the positioning of the company UPROCACH”. The applied methodology was based on a quantitative and qualitative approach, a non-experimental, cross-sectional design was used, since it did not involve the manipulation of variables and was developed in a specific period. The population of the study was made up of economically active people (PEA) of Riobamba city and the staff of the organization such as the general manager of the company, a documentary and field study was applied, obtaining information through methods, techniques and instruments, including the interview directed at the general manager and surveys applied to the economically active population (EAP). The situational analysis was carried out on internal and external factors through the SWOT, MEFI and MEFE matrices, recognizing the strengths, weaknesses, opportunities and threats. Finally, with the results obtained through the survey and situational analysis, a proposal for strategies on branding management was made, focused on brand identity, co-branding, content marketing, visits to cooperatives, and education program. financial, communication through digital newsletters, based on positioning principles and emotional connections. It was recommended to use the proposed model in a correct way to maintain control and monitoring of the strategies, since it is aligned with the company's objectives and will allow strengthening the positioning and recognition of the brand.