Plan de branding para mejorar el posicionamiento de Pallet’s Bistro en el mercado de la ciudad de Quito sector Carcelén

Abstract

The present study focused on developing a branding plan to improve the positioning of the Pallet's Bistro brand in the gastronomic market in Carcelén located in Quito city by structuring a correct brand identity through the generation of branding strategies, improving the identification and differentiation of the brand in the market To carry out this study, a non-experimental design was used, with a mixed methodology, through the theoretical foundation and subsequent market study by collecting data by applying a survey to the selected sample which was the economically active population of Carcelén as well as an interview with the manager of the restaurant. For the analysis of the information obtained, the SWOT, MEFI and MEFE which allowed to know the current situation of the Pallet's Bistro brand, evidencing the lack of a plan that helps the brand to position in the market, this is due to a limited promotion of the brand by the restaurant management. Therefore, some branding strategies were developed to position de brand and communicate assertively with the target market, making it more competitive and facilitating brand recognition by consumers