Gestión de branding para posicionar la Cooperativa de Ahorro y Crédito Acción y Desarrollo Ltda de la ciudad de Riobamba

Abstract

The main objective of this Research Work entitled Branding Management for the positioning of Cooperativa de Ahorro y Crédito Acción y Desarrollo Ltda., in Riobamba city, was to correctly manage the company's brand to improve its positioning within the local financial market. In the first instance, the methodology through which the research was taught was a mixed approach, since qualitative and quantitative data are taken up, non-experimental, cross-sectional design. The field study was carried out through a survey addressed to the Economically Active Population with 383 inhabitants, and an interview with the General Manager, who will determine the current situation of the company's brand and the perception that people have about it. The main results of the research are linked to the fact that people choose a credit union for security, and the preferred services are credits; Similarly, 27% of them know the company, they associate the brand with progress and development, and the value with which they identify it is trust; on the other hand, the advertising that the company carries out is limited due to the limited use of technological tools, which has prevented it from disseminating important and valuable information. It is concluded that Branding Management serves to generate positioning of Cooperativa de Ahorro y Crédito Acción y Desarrollo Ltda., through the proper use of a model and the correct application of each of its phases, therefore, it is recommended to apply strategies based on the image, identity, architecture, notoriety of the business brand and communicate them on social networks.