Plan de branding para el posicionamiento del centro especializado en medicina del deporte rio health, en la Ciudad de Riobamba

Abstract

The research work was focused on the creation and management of a branding plan for a Specialized Center in Sports Medicine called Rio Health, highlighting the need of generating visibility, differentiation and improve the perception of the brand in the market of Riobamba city. The Rio Heath Center, despite having technology and trained staff, lacks of a solid branding strategy. The main objective was to position the center in the Riobamba market through branding strategies that would create a concise and lasting visual identity in the consumer's mind. The methodology used adopted a qualitative-quantitative approach with a cross-sectional experimental design, since no variables were manipulated and it was carried out in a specific period. The study focused on the economically active population of Riobamba. Interviews were conducted to the center's management and surveys were applied with the selected sample, collecting essential data for the analysis of internal and external factors. Secondary strategies derived from branding were applied to consolidate the brand and increase its visibility. The final objective was to establish a guideline for the consumer to connect with the brand, raising its perception and recognition in the market. Branding management sought to generate the best strategies, offering not only a theoretical support, but also a practical and applicable guide. The aim was to strengthen the presence of the Specialized Sports Medicine Center in Riobamba, ensuring that the consumer's emotional connection with the brand would result in increased recognition and positioning in the local market.