“Re-branding para posicionar la marca de “Radio Mundial” de la ciudad de Riobamba”

Abstract

Broadcasters face significant challenges due to technological advances and changes in consumer trends, therefore, this Curricular Integration Work on the re-branding to position the brand of "Radio Mundial" of the city of Riobamba, aimed to design new positioning strategies that connect with its users, in an interactive and emotional way, the methodology used was with a mixed research approach that is, with qualitative and quantitative information, it had a descriptive level, in addition to a non-experimental design in a cross-sectional manner, the type of study was field and documentary, the research methods were deductive - inductive since it is raised from the general principles of brand re-branding to the particular ones that are the brand positioning strategies, the technique used for the collection of qualitative data was through the interview to the manager of the company, while for the quantitative data was the survey, which after being validated by the reliability of Cronbach's Alpha with a result of 0.85 was applied to a sample of 384 people. As for the qualitative results, the change of the company's image to a current trend, which is coupled to a digital consumer was considered; while in the quantitative results consumers showed the sentimental affection towards the radio and the little competitiveness it has against other companies. It is concluded that the proposed strategies based on Tevi & Otubanjo's rebranding model will help strengthen the company's positioning, respecting its business philosophy and reaching new consumers.