Gestión de branding para posicionar la marca Confiauto de la ciudad de Ambato

Abstract

In recent years, the CONFIAUTO company has lost participation in the local market. This situation has caused severe economic problems due to the need for more knowledge about branding strategies. Therefore, this research aimed to develop a branding management for the "CONFIAUTO" dealership to achieve its positioning in Ambato City by designing strategies that generate a loyalty bond with customers and the company. The quantitative and qualitative methodology addressed 384 surveys to the economically active population. An interview with the organization’s owner was necessary to find out the company's internal situation and thus get a complete diagnosis of it. In addition, this study had a descriptive and exploratory level since the problem was addressed, and the case study, which has not been previously studied, was described. It is worth mentioning that the research was non-experimental since the study variables were not manipulated and cross-sectional because the data collection was carried out in a single period. After analyzing and interpreting the information collected, the findings showed that 23% of the surveyed population recognizes the company despite lacking brand management. For this reason, it was possible to determine the need to develop brand management for the CONFIAUTO brand. Therefore, branding management will help improve the company's positioning, and consequently, creating the six strategies will contribute to brand recognition. Finally, for all these aspects previously mentioned, it is recommended to implement this proposal's design in the established times to achieve the expected results.