Gestión de branding para posicionar la marca Conagopare en la provincia de Chimborazo

Abstract

This research work aimed to develop a branding management plan by designing strategies to position the CONAGOPARE brand in the province of Chimborazo. The research was carried out under a quantitative and qualitative approach, with a descriptive, non-experimental, cross-sectional level of study, which type of study used was documentary and field. The methods used were deductive, inductive, analytical, and synthetic. The sample for the analysis was made up of 383 people belonging to the economically active population of the province of Chimborazo in its rural area, using the internal interview technique, direct observation, and survey. The market study results showed that there needs to be more knowledge of the services provided by the public entity CONAGOPARE among the people surveyed and that the preferred means of communication for receiving information about the organization's activities are Facebook and radio. Based on the results obtained, it was possible to support the idea to be defended. Taking into consideration these results and following the steps of the proposed branding model, we started with an analysis of internal factors MEFI and external factors MEFE, as well as a SWOT diagnosis which allowed us to establish variables to subsequently make the cross-SWOT matrix whose cross of variables permitted the development of branding strategies that contribute to the positioning of the brand. Thus, it was concluded that branding impacts brand positioning since it makes promoting a brand more effectively easier. For this reason, it is emphasized and recommended that CONAGOPARE Chimborazo apply the strategies designed during this research.