Branding para el posicionamiento de la empresa Octalvid aluminio y vidrio en la ciudad de Pelileo, provincia de Tungurahua

Abstract

This research aims to develop a branding plan for the positioning of the company OCTALVID ALUMINIO Y VIDRIO in the city of Pelileo. This research shows in a detailed way how to create a valuable brand as a corporate identity for consumers, clients, and direct competition. The methodology for this study involves a mixed approach, exploratory, and descriptive level, considering the deductive, inductive, systematic and synthetic methods, non-experimental-transversal design, with field research. The research procedure included a survey whose questionnaire was addressed to a sample of 284 individuals belonging to the economically active population per economic branch in construction and wholesale and retail trade in the city. Also, the proposals' heat points and visual routes were collected using the Neurolab laboratory and biometric eye-tracking equipment to select the ideal brand. Then, the SWOT, IFEM, EFEM and CROSS SWOT matrixes helped determine the company's current situation, and the development of branding strategies that helped impact the consumer and assertively reach the desired positioning in the market was also essential. Finally, branding is vital for companies since it is the effective link between company and consumer in such a way to appeal to more customers and remain in their minds.