Rebranding para el reconocimiento de la marca Burguer Zone en la ciudad de Ambato, provincia de Tungurahua

Abstract

The objective of this research was to design a rebranding plan for the Burger Zone brand located in the city of Ambato, which was carried out through the reconstruction of the brand both in its tangible and intangible elements, which are reflected in the project proposal where aspects such as the values that represent the brand, differentiating attributes, etc. were highlighted. The methodology used was mixed (qualitative and quantitative) of descriptive and exploratory, non-experimental, transversal, documentary and field level, the methods were: deductive, inductive, analytical and synthetic, through the following techniques: the survey applied to 384 people belonging to the economically active population of the city of Ambato and the interview applied to the manager of the company. With the information obtained through the research techniques it was possible to identify that the company has deficiencies in several aspects that make up the branding of a brand, so it is considered the rebranding of the brand to benefit the recognition of the company in the city of Ambato, in addition to this it was possible to obtain important elements for the construction of the consumer profile. Based on what was developed in the research it could be concluded that the application of the proposal will favor the recognition of the brand in the Ambato market, since the actions described in the work cover aspects such as recognition, memorability, and visibility of the brand, also made the recommendation of the application of the strategies developed and the use of the consumer profile built because the company lacked the same since it did not direct its actions towards a specific audience, in addition to suggesting that research is conducted periodically to maintain a better understanding of the subject matter covered.