Plan de branding para el posicionamiento del centro deportivo olmedo de la Ciudad de Riobamba

Abstract

Centro Deportivo Olmedo lacks of a brand recognition model, therefore, a limited amount of fans attend each game, which causes low profitability, low income, low profits and lack of customer loyalty, so that the objective of this research was to propose a branding plan through an analysis of the current situation of the brand and the definition of branding strategies to improve the positioning of the Centro Deportivo Olmedo. The methodology applied consisted of a mixed approach (quantitative and qualitative). The scope of the research was descriptive with a non-experimental design. It was a filed type of study to obtain information through methods, techniques and instruments, such as an interview to players, coaching staff and employees of Centro Deportivo Olmedo, a survey was applied to a sample of the Economically Active Population. (PEA) of Riobamba city. Through the applied methodology, it was determined that Centro Deportivo Olmedo shows a low positioning and recognition within the market, which has a negative impact on its sales volume. It is concluded that the information obtained through bibliographic sources of information allowed the acquisition of theoretical support for the research, achieving detailed knowledge about a branding plan and positioning.