Gestión de branding corporativo para posicionar la empresa Centro de Formación Artesanal Efren's en la ciudad de Riobamba

Abstract

The present research work was based on the development of a corporate branding management, with the purpose of improving the positioning of the company Centro de Formación Artesanal Efren's in the city of Riobamba, for which the use of a methodology was key. suitable that includes implementing techniques and instruments that helped determine the situation in which the company is. By applying a survey to the target audience determined by sampling in order to know the level of positioning that the academy has, indispensable parameters were obtained for the development of this research, where the critical factors that are part of it were analyzed. . With the application of the interview to the manager of the company, it was possible to identify the main problems that compose it, such as the fact of not having an adequate presence in digital media, which is essential for the survival of any organization, this accompanied by management inefficient marketing that leads to poor communication and therefore misrecognition by people. Through the market study it was evidenced that despite being a recognized company in the market, the population has a wrong perception about it, which is why it is advisable to take advantage of the strategies presented in this work, since they will allow positioning to the company in the correct way and will help people to identify it by its corporate image.