Plan de branding para el posicionamiento de la empresa Firextin en la ciudad de Ambato

Abstract

The present research work is about the design of Branding and how it affects the positioning of the company, achieving as an objective the design of a branding plan for FIREXTIN company in Ambato city based on a market study developing positioning strategies. This investigation began by collecting information related to the positioning of fire extinguisher companies based on bibliographic support. A non-experimental design was used, with a mixed methodology, applying data collection techniques such as survey and interview, directed to the inhabitants of Ambato city and to the manager of Gonzalo Bermeo company. A cross-sectional study was applied for data collection. The research methods used in the study were: inductive, deductive, analytical and synthetic. It can be seen that the company does not have a market share and is unaware the use of digital technology to maintain a connection with its consumers. The proposal is developed through the situational analysis of the company, allowing to discover external and internal factors that influence the company. There was the support of SWOT analysis tools, MEFE, MEFI and SWOT cross. Branding strategies were designed specifically for positioning to achieve communication with the market, in order to have a brand recognition and position in the minds of consumers as the first choice when purchasing a fire extinguisher, the application of this research work is recommended to give solution to the problems identified.