Gestión de branding para posicionar la empresa “t.q” cafeteria ubicada en la Ciudad de Riobamba

Abstract

The main objective of this research work was to increase the brand positioning of the brand "T.Q. Cafeteria", located in the city of Riobamba, through branding management. To meet this objective, a qualitative and quantitative approach of non-experimental transversal design, documentary and field type was applied, the methods used were deductive-inductive, analytical and synthetic. First, an interview was conducted with the company's manager, then a survey was applied to the study population and finally an observation sheet was used to observe both the brand and its main competitor. Once the different instruments were applied, it was possible to obtain data that help to verify the proposed research question, evidence of the close relationship between branding and business positioning. Once the data were obtained, it was possible to verify that the brand does not have the desired positioning, being this a consequence of the little knowledge and low application of issues related to branding; the data also allowed to generate a consumer profile and a proposal to that profile. As a conclusion, the importance of branding management for the positioning of the company, both in the market and in the consumer's mind, is highlighted.