Gestión de branding para la ventaja competitiva de los productos agropecuarios de la parroquia Santa Fe de Galán, en el mercado de la ciudad de Riobamba

Abstract

In this research, we aimed to create better branding management as a competitive advantage for the agricultural and livestock products of the parish mentioned herein. This brand will belong to Santa Fe de Galán. Therefore, topics related to branding and brand creation were addressed, which were used in constructing a generic brand management model for products based on different authors' models and works on brand management factors. The methodology used for the project was based on exploratory and descriptive research, which allowed us to capture the environment of the problem, in addition to an exhaustive analysis of the characteristics that influence the creation of a good brand and its management. To examine the issue, the survey technique was used with a structured instrument for collecting information, which helped in applying the brand management model. It was done for the agricultural products of the Santa Fe de Galán parish to serve as an example of the operational application of the model and thus better guide the application in future works and companies in the sector, therefore seeking to generate value for the brand through the factors that make up the brand management.