Gestión de branding para posicionar la marca de vino “El Último Inca” de la Asociación de Productores y Comercializadores Agropecuarios de Quinticusig del cantón Sigchos, provincia de Cotopaxi

Abstract

The main objective of this study was the branding management to position a wine brand called "El Último Inca" from the Agricultural Association of Producers and Marketers of Quinticusig located in Sigchos, province of Cotopaxi, with the purpose to design a brand that represents the identity and image that will contribute to positioning the company. Regarding the methodology used, techniques such as surveys, which were conducted on the economically active population of Sigchos, obtaining data on tastes, preferences, demographic and ehavioral characteristics in relation to the product. An interview was conducted with the manager of the company, acquiring data on the business turn, added value and advertising strategies that contributed to the construction and design of an ideal proposal to solve these shortcomings. Also, an analysis of the micro and macro environment of the company was carried out, accompanied by a SWOT análisis as well as different matrices that allowed obtaining relevant information about the investigation. The proposal contains a brand manual, accompanied by strategies for communication that will improve the positioning of the organization. The application of this proposal is recommended, as well as the subsequent evaluation in terms of positioning the identity and image of the company.