Gestión de branding para posicionar la cooperativa de ahorro y crédito San Francisco Ltda. de la ciudad de Riobamba

Abstract

The objective of this Curricular Integration Work was to manage the brand to position the Cooperativa de Ahorro y Crédito San Francisco Ltda. of the city of Riobamba, which was carried out by analyzing the current positioning of the institution to establish strategies that are embodied within of the project proposals where the current brand of the institution was highlighted in order to position it in the market. The methodology used was mixed (quantitative-qualitative) with a descriptive, exploratory, non-experimental, synthetic analytical, documentary and field level, the methods used were the survey which was applied to 384 people, the same ones that correspond to the economically active population. occupied from the canton of Riobamba, the interview was conducted with the head of the marketing department of the cooperative. According to the results obtained, it was determined that the company brand only had recognition in the city of Ambato, but in the canton of Riobamba it does not have recognition, for which branding management is considered to position the institution in the canton of Riobamba. In addition, with the information provided, the consumer profile was obtained. Based on what was previously investigated, it is concluded that the strategies framed in branding and positioning that are contextualized in the findings which will contribute to the positioning of the Cooperativa de Ahorro y Crédito San Francisco Ltda. In turn, it is recommended to the institution take into consideration and put into practice the generated strategies, taking into account that they were designed based on internal and external analysis of the company and the brand to position the cooperative within the Riobamba market.