Re-branding para posicionar la marca de cerveza artesanal la Cacheñita, parroquia Cacha, cantón Riobamba

Abstract

This research work was developed based on the theme, Re-branding to position the craft beer brand "Cacheñita" in Cacha parish, of Riobamba canton, because the brand is not attractive to the target audience and which has failed to have a position in the market, taking this into consideration, it was proposed as an objective to design a rebranding plan to position the brand of craft beer "Cacheñita. The methodology used was a mixed approach, exploratory and descriptive research level, a cross-sectional study, documentary and field study type, for data collection instruments such as the interview and the survey were applied. The simple random sampling method was used for the economically active population of Riobamba city. According to the results obtained, it became evident that it is essential to redesign the brand, since most of the people surveyed are not attracted to its current design. It is concluded that the methodology used in the research proved to be appropriate, allowing the collection of information from potential customers, which helped to propose the best strategies that allow the target audience to differentiate the brand from the competition and thus to position itself in the beer market.