Gestión de branding para el posicionamiento de la ferretería Alisson de la ciudad de Santo Domingo.

Abstract

The main objective of this research is the branding management for positioning Alisson hardware store in the city of Santo Domingo de los Colorados, using the quantitative and qualitative approach and the exploratory and descriptive leve( of research. Consequently, the research design "as non-experimental, transversal and tield documentary type and deductive, inductive, analytical, and synthetic methods were used. On the other hand, the formula for tinite populations and the economically active population of the urban area of Santo Domingo, 383 people, was J ed to calculate the sample. The research techniques such as interview, survey, documentation and observation were applied, which were subjected to a validation and reliability process to guarantee their use. As part of the results, it beca me evident that the most important strategies of a branding project are the construction and communication of an image, identity and brand philosophy, as well as digital communication, since these are effective media. lt was possible to prove the hypothesis, since the branding management for the positioning of Alisson hardware ilore is the factor that will contribute to the differentiation, recognition and positioning of the brand in the market. Finally, the hardware store does not have an efficient brand positioning; therefore, the design and strategies implementation adapted to the obtained results is highly 1mportant.