Gestión de branding para posicionar el taller de artesanías “Artes Max´s” en la ciudad de Riobamba

Abstract

The main objective of this research work was to carry out a branding management that helps to improve the positioning of the craft workshop "Artes Max's" in the city of Riobamba, for which an investigation with a qualitative and quantitative approach was applied, with a non-experimental design, using the type of documentary study. Subsequently, the size of the sample was defined with the Economically Active Population (PEA) of the city of Riobamba, obtaining a total of 383 population sample, to whom a survey was applied with the objective of collecting information from the population market and knowing the positioning of the population. of the crafts workshop, obtaining that 36.6% agree that the company logo does not transmit anything to them, 67.6% do not know the company, that is to say that it does not have a position within the city, for this purpose a an internal analysis of the company that allows to know the positive and negative factors that it has and with it the CAME matrix was increased to increase the positioning of the crafts workshop, based on the Ilgo model. Through the study it was concluded that the importance of planning comes from tools such as branding, which are undoubtedly effective when rethinking the appropriate positioning strategies in an orderly manner and with clear objectives that lead to a result of improvements in the company. It is recommended to carry out the strategies proposed in this work and monitor them through the established metrics to obtain better benefits and with it the positioning.