Plan de branding para mejorar el posicionamiento del restaurante Maderos Steak House en el cantón de Lago Agrio

Abstract

This research aimed to carry out a branding plan to improve the positioning of the "Maderos Steak House" restaurant in Lago Agrio canton. This study focused on a qualitative and quantitative approach, according to the manipulation of the independent variable and interventions in the fieldwork; its design is non-experimental and transversal, respectively. The type of study used was documentary supported by scientific studies and field study because the information collected came from techniques like observations and interviews. Subsequently, a finite sampling of the population of Lago Agrio was necessary to get a sample of 382 individuals surveyed to get information about the perspectives of the market and the positioning of the restaurant. The findings revealed that 72.5 % of individuals related the brand logo with another professional activity, 61.3% stated the colours used are not the most appropriate, and 57% stated that the brand was not easy to remember. In the same way, an external and internal situational analysis was necessary to determine the positive and negative factors of the restaurant. Finally, through a cross matrix, it was possible to establish relevant strategies to its current situation to improve the positioning of "Maderos Steak House" in Lago Agrio city. Therefore, it is recommended to apply the strategies proposed in the branding plan and monitor them through metrics that show their efficiency to obtain better results in brand positioning.