Re branding para posicionar la empresa “Choklos” en la ciudad de Latacunga

Abstract

The following Curricular Integration Work deals with issues related to branding and how it influences the positioning of the organization, so the overall objective was to develop a rebranding plan for the positioning of the company CHOKLOS in the city of Latacunga, therefore, a market study was conducted and positioning strategies were developed. It began with the collection of information related to branding and commercial sales of typical food being supported in a bibliographic way. The research methodology had a mixed approach, making use of information-gathering techniques such as the survey and interview which were directed to the inhabitants of the city and the manager of the organization respectively. With a transversal, non-experimental type of study. Similarly, the research methods used were: inductive, deductive, analytical, and synthetic. Among the results detected, it was evidenced that the company has decreased its market share, thus denoting the importance of updating the corporate image. The proposal was developed with an analysis of the internal and external situation, which allowed us to discover factors that directly influence the company, using tools such as SWOT analysis, MEFE matrix, MEFI matrix, cross SWOT matrix. Finally, branding strategies were developed based on principles such as image, logo, and slogan, which were configured from the bibliographic information and results of the market study. It is recommended to establish a branding plan model according to the needs of the company.