Branding corporativo para posicionar el gad de la parroquia licto, Cantón Riobamba

Abstract

The GAD of Licto Parish does not have a branding identifier, that is, a visual image or parish brand that provides adequate information on the attractions and tourism management of the region. Therefore, the objective of the research was to develop a corporate branding plan to position the Parish Government of Licto, in Riobamba canton of Chimborazo province. The methodology was quantitative and qualitative; the scope of the research was exploratory and descriptive; a non-experimental design of transversal type was used; the type of study was non-experimental, documentary and field to obtain information through methods, techniques, and instruments, among which were the interview applied to the staff of GAD Licto parish and the survey applied to a sample of the Economically Active Population (EAP) of Chimborazo province. Through the methodology applied, it was determined that GADPR Licto should optimize its corporate image because GADPR Licto's brand is not easy to remember, and it has a low positioning and recognition compared to other public organizations. It is concluded that the compilation of different bibliographic sources allowed for acquiring theoretical support for the research, and also GADPR Licto has weaknesses that prevent an effective positioning.