Gestión de branding para el posicionamiento de la empresa Cartotradesa en la provincia del Azuay

Abstract

The objective of this research was to develop a branding management for the company Cartotradesa in order to achieve the positioning of the recycler in the province of Azuay, through the design of strategies that generated a bond of loyalty with suppliers and the recycler. The methodology had a quantitative and qualitative approach due to the fact that 384 surveys were conducted to the working population; an interview was also conducted to the owner of the organization to know the internal situation of the company and in this way a complete diagnosis of the company was obtained; In addition, the study had a descriptive and exploratory level since the problem was approached and the case study that had not been previously studied in depth was described; it is important to mention that the research was non-experimental since the study variables were not manipulated and cross-sectional since the data collection was carried out in a single period of time. After the analysis and interpretation of the information collected, it was obtained as a result that 53.60% of the surveyed population recognized the company even though it did not have a brand management and most of its local recognition was achieved with an empirical work, due to which the need to develop a brand management for Cartotradesa was evidenced. Therefore, it was concluded that branding management helped to improve the positioning of the company and consequently the creation of the 6 strategies contributed to encourage recycling in the province of Azuay. For this reason, it was recommended the implementation of the proposal designed in the established times to obtain the expected results.