Sistema branding para el posicionamiento de la Microempresa “Arte Metal Villacís” de la ciudad de Riobamba

Abstract

The current degree project work called “Branding System for the Arte Metal Villacís micro-enterprise positioning located in Riobamba city is mainly aimed at building an optimal brand that contributes to generate identify as a micro-enterprise for consumers, customers and potencial competitors in the city, and thereby, influencing the positioning on the urban local market. The use of a methodology desing for the development of the research was fundamental, since it led to an interview bases on the RMG matrix that was used to detect internal failures, a survey made up by a questionnaire to obtain the target, the current positioning and means of communication most used by consumers and finally, the use of a biometric neuromarketing team which through heat point and visual route, and then, through the sintetic method, in order to contribute to branding, communication and positioning strategies and a 12% positioning in the city as the most important. It is conclude that the micro-enterprise under study is not positioned in the market, neither its brand nor its product. for this reason, it is recommended the creation of a brand that is, backed witn a neuromarketing instrument, its reproduction guides and integral marketing communication strategies, that function as a system that transmit corporate identify, generating impact on the consumer and its positioning is favorably influenced.