Gestión de branding para posicionar la empresa Wilo’s pizzería restaurant en el Distrito Metropolitano de Quito

Abstract

The present study designed a branding management plan for a pizzeria and restaurant called Wilo’s in order to achieve brand recognition in the southern district of Quito city through various strategies that must be implemented to achieve the objective, For the development of the study, different types and models of research were applied, such as: a descriptive, a bibliographic and a field research; where all the information was collected through surveys applied to the population of the southern district of Quito, once the results were synthesized the main finding determined that the Wilo’s brand is not positioned in the market according to the surveyed population. The situational analysis of the company was carried out through some matrixes like SWOT, MEFI, MEFE, also an interview with the owner of the company through selective questions that allowed to obtain important information related to the business line that allowed to establish more suitable strategies and techniques according to the existing demand, this allowed the elaboration and design of this proposal. Finally, this branding management plan will help with the positioning of the Wilo’s brand within the market in Quito city,exceeding the expectations of current and potential customers by applying marketing methods, techniques and tools that help brand positioning, this vision will boost the development of the company, whenever these new strategies, techniques and tactics can be implemented to the business model and be able to adapt the company to the constant changes in the market.