Gestión de branding para posicionar la marca de la empresa “Payfer Technology” en la ciudad de Riobamba

Abstract

Currently the company "PAYFER TECHNOLOGY" does not have a branding management which has caused a bad positioning of the brand, therefore, this research was based on a development of Branding Management in order to improve the positioning of the company "PAYFER TECHNOLOGY" in the city of Riobamba. The methodology used was key for the development of the same, methods, techniques and instruments that projected the current situation of the company were used, an interview was applied to the owner and the use of a survey with a sample of the employed EAP of 383 people, this is how it was possible to collect relevant information on both internal and external factors. The interview revealed shortcomings such as the lack of corporate identification, which does not allow the company to position itself in the market or differentiate itself from its competitors. The results obtained from the survey confirmed the lack of knowledge of the brand with 80.70% of the respondents since it does not try to manage activities that influence image recall and does not handle any advertising. In addition, a situational analysis was conducted, which developed the analysis of the competition, determining that it is not competitive in the Riobambeño market, and a cross of variables, which helped to determine strategies to achieve the objectives set, among them is as a proposal the development of its business philosophy, brand creation with its corporate identity manual, use of social networks, communication with users and content dissemination. Through the study, it was concluded that branding management is necessary and helps in the identification of the company by current and potential customers, which should be carried out with the proposed recommendations.