Plan de branding para el posicionamiento de la empresa Boost Speed en la ciudad de Ambato

Abstract

In this Research Work, a proposal based on Branding Management was developed in order to improve the positioning of BOOST SPEED company in Ambato city. The study was carried out with a mixed research approach to correctly analyze the information that comes from the application of surveys, therefore, it was possible to identify the consumer profile and the perspective in relation to the brand, the products offered, advertising in the different media, positioning and competition; in addition, an interview was applied to the general manager, to understand the business actions, whether or not there is a management of different branding strategies in order to design alternatives that help to solve the organization's shortcomings. With the results obtained, it was possible to demonstrate the current state of the company internally and externally, which showed that 70% of the target market does not have knowledge of the brand, while 96% of the clients agree on the implementation. of strategies that will help improve brand recognition, it is also determined that by increasing advertising through the Internet, 95% of potential customers will be willing to purchase the products; it was evidenced that the company empirically seeks to attract customers, which is why it is affirmed that there is total ignorance in relation to Branding issues and the different strategies used for positioning. In the development of this plan, six stages of the Llopis model were applied, which proposed strategic tactics with their respective costs, benefiting the positioning of the brand in the market. For this reason, it is important that the company carries out the proposal and evaluates the indicators to verify its effectiveness and feasibility.