Gestión de branding para potenciar la imagen de la panadería y pastelería Emily’s del cantón Guano, provincia de Chimborazo

Abstract

The main objective of this research work, entitled Branding management to enhance the image of Emily's bakery and pastry shop in Guano canton of Chimborazo province, was to improve the brand management of the company in order to increase its positioning in the local market of bakery and pastry products. In the first instance, in terms of methodology, a mixed research approach was used, it means that qualitative and quantitative information was collected. Also, it had a non-experimental design and was carried out in a cross-sectional manner. The type of study used was documentary and field. The main methods used were inductive, deductive, analytical and synthetic. The techniques used for qualitative data collection were interviews and direct observation in order to diagnose the current situation regarding brand management, while for quantitative data collection a survey was used, which was applied to the company's customers to determine their perception about the organization's image. Regarding the most relevant results in the positive aspect, customers affirmed that they were satisfied with the quality of the product, variety, prices, and service; customers and management affirm that there is good internal communication; they have regular and quality suppliers; and they are located in a strategic place. As for the negative aspects, the company does not control product inventories; untrained staff; poor point-of-sale presentation; no strategic planning; no marketing and advertising management to increase its notoriety in the market; and does not use digital media to promote the brand. It is concluded that the proposed strategies will help to improve the positioning of Emily's bakery and pastry shop in the long term; therefore, it is recommended that the company apply the proposed strategies in order to improve its market positioning.