Gestión de rebranding para posicionar la empresa “Productora Milenium” en la ciudad de Riobamba

Abstract

The purpose of this research work was to propose a digital marketing plan to improve branding management for "Productora Milenium" company in Riobamba city; for this purpose, a previous bibliographic research was conducted to expand the researcher's knowledge about branding since it is a process that requires vision and creative thinking to be executed, in addition, background information about rebranding and its influence and use in other bussines was analyzed. With respect to the methodology, its research approach is mixed (qualitative-quantitative) at a descriptive, non-experimental, transversal, documentary and field level. The methods used were: deductive and analytical, due to the use of different tools for data collection, the main one being market research applied in a significant sample of Riobamba city. By applying the surveys to 383 people, it was possible to identify that "Productora Milenium" is between the fourth and third place of companies with the highest brand recognition, but this recognition does not favor it in terms of sales. The SWOT matrix developed allowed to identify and propose different marketing strategies to achieve the project's objective, including the rebranding proposal to improve customer perception of the company.