Gestión de branding para mejorar el posicionamiento de los productos de Isabrubotanik S.A. en la ciudad de Ambato

Abstract

This research work entitled "Branding management to improve the positioning of Isabrubotanik S.A. in the city of Ambato”, aimed to improve the positioning of the brand in the Ambateño market, through the design of value proposition and positioning strategies. For the titling work in the first instance, information was collected, which was carried out through an interview with the Owner Manager of the microenterprise, a survey of the economically active population of the city of Ambato, obtaining qualitative and quantitative data, in addition, a current internal and external situational diagnosis of the company was carried out through the SWOT, MEFE, MEFI, PEST, FIVE PORTER FORCE matrices. According to the results obtained, it was possible to show that the company is not recognized and has a low position in the market due to the lack of strategies. Based on the branding management research carried out, a series of value and positioning strategies were developed to carry them out in order to expand brand positioning and increase market share. Therefore, it is recommended that the microenterprise implement the strategies following the execution of the action plan for the benefit and economic development of Isabrubotanik S.A.