Plan de branding corporativo para incrementar las ventas en la empresa “Crepes y Algo Más” en el cantón Alausí

Abstract

The present study entitled "A Corporate Branding Plan to increase sales in the company "Crepes y algo más" headquartered in Alausí" was oriented to fulfill the objective of designing a corporate branding plan to innovate the brand's vision and promote the company. The application of a deductive and analytical methodology was essential to develop the study as it permitted to obtain internal and external information that helped to detect institutional deficiencies and strenghts. Through a questionnaire, the consumers' profile was obtained for the diagnostic process as a guide to the potential preference of the target market. The information obtained from the field study pointed out a level of ignorance about the brand, for which a series of strategies were proposed with the aim of creating an identity, communicate it and stimulate it in order to position the company as a leader within the market. It is concluded that this company is neither recognized or even remembered by consumers in such a way that the application of this branding plan with its proposed strategies is recommended in order to transmit its corporate identity and generate a favorable impact.