Branding corporativo para el posicionamiento del taller de pintura Ambato en la ciudad de Latacunga, provincia de Cotopaxi

Abstract

The present research project has the objective of designing a Corporate Branding plan, through the generation of strategies for the positioning of the Ambato Painting Workshop in the city of Latacunga, province of Cotopaxi. The development of the research covered a mixed approach, to study in a deeper way the variables to investigate, in this way the techniques and instruments used were the internal study through the application of an interview with the director of the company where it was determined that the company does not have a corporate identity and does not apply communication strategies; and the external study generated from a survey of the market, resulting in the consumer profile and that the company is not positioned in the Latacungueño market, and that users prefer social networks as a means of communication; Taking into account the results obtained and the Branding model to be followed, a SWOT diagnosis was made to determine those determining factors in the positioning of the company and thus weight the variables used internal and external evaluation matrices (MEFI and MEFE) which were the basis for generating a cross of variables using a SWOT CAME cross that was a fundamental part for the generation of the best strategies for the positioning of the company. Therefore, it is necessary that for the development of any activity related to the corporate branding of the company, technical support is given, and the consumer profile determined in the market research is taken into account, as it was done in this research, determining the best strategies to achieve the main objective of the research project.