Rebranding para identificar el arquetipo de posicionamiento de la empresa Raymon D en la cuidad de Riobamba

Abstract

The objective of this research project was to conduct a rebranding to identify the positioning archetype of the company "Raymond D" in the city of Riobamba, which seeks to position the brand because it is already generated but does not cause the desired impact on the target audience, since several problems were found regarding the development of the brand. For this purpose, a mixed research approach was used, i.e. qualitative and quantitative, following the market research conducted on the brand and the data collected. In the descriptive part, topics such as the types of archetypes that allow to provide Raymon D with personality to create connections with consumers were detailed, while the design used in the research was non-experimental, because the study variables were analyzed but not manipulated, The interview technique was used, which was conducted with the manager of Raymon D to have a broader perspective of the company. An internal and external analysis was also carried out using the internal factors evaluation matrix (MEFI) and the external factors evaluation matrix (MEFE), which allowed us to know the current situation of Raymon D. According to the results, Raymon D does not have a good positioning due to the lack of brand awareness; therefore, it does not have a good brand association; however, it has good strengths and opportunities. The Aker and Joachimisthaler branding model was used for the development of the proposal. After the analysis it was possible to conclude that the proper use of the proposed strategies will help to forge the way to the future positioning of Raymon D. It is also recommended to apply the identified archetype that will contribute to the connection with consumers.