Gestión de branding para posicionar la empresa “Corporación Alvisa S.A” en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present study was aimed to design branding strategies to position a company called Corporación Alvisa S.A located in Riobamba city, province of Chimborazo. The study was developed under a mixed qualitative and quantitative approach, as during the data collection process, these were taken into consideration with and without numerical measurement. The level of research was descriptive, describing the real situation of the company's brand positioning. The research design was defined as cross-sectional and non-experimental, as information was collected in a unique way and without the manipulation of the data. The type of research was documentary due to the collection of different physical and electronic documents for the conformation of the theoretical framework and also a field study due to the application of techniques such as a survey, an interview and the observation. The survey was applied to a calculated sample of 384 people, while the interview was applied to the manager of the company and the observation of the products that the company offers. The results allowed to define the level of positioning of the company Corporación Alvisa S.A in Riobamba city. 11 branding management strategies were proposed to work on aspects related to corporate identity, positioning and communication to improve the recognition of the company in the region where its current and potential customers live. After implementing the proposed strategies, an exhaustive follow-up study is recommended to evaluate its impact on sales and brand positioning, so that the company can face future challenges and threats.