Gestión de branding para posicionar la compañía de transportes Reina Cumandá Cia Ltda en la ciudad de Puyo, provincia de Pastaza

Abstract

The present degree work is the branding management to improve the positioning of the transport company Reina Cumandá, so the methodological framework was developed in the application of surveys, interviews and the observation sheet, through a questionnaire applied to the inhabitants of the canton Pastaza, From the results obtained, it was determined that the canton needs branding efforts due to the fact that the transportation company's brand is not very present and is not recognized among the inhabitants as such, for this reason it was necessary to design strategies through the development of a branding plan, once the chi-square calculation and the hypothesis testing were done, a summary table was made with the results obtained to detect the points on which the strategies should be applied, the main findings were that the company has a very good recognition in the sector but the lack of use of digital media is one of the weaknesses of the transportation company, with the implemented strategies it is expected to improve the perception about the brand, providing greater confidence and security in the service delivered by the company, it is recommended to apply the proposed strategies to improve the positioning of the transportation company, with this is achieved to obtain greater recognition and local impact with which the company would become the most sought after.