Branding corporativo para posicionar a la cooperativa de ahorro y crédito 27 de noviembre de la Ciudad de Riobamba

Abstract

La Cooperativa de Ahorro y Crédito 27 de Noviembre” does not have brand identity, which generated a low market positioning compared to the competition, therefore, the objective of the research was to develop a Branding plan for the positioning of the La Cooperativa de Ahorro y Crédito 27 de Noviembre. The methodology used was a quantitative and qualitative approach; The scope of the research was exploratory and descriptive; A non-experimental cross-sectional design was used; The type of study was documentary research and field research to obtain information through methods, techniques, and instruments, among which were the interview applied to the manager of the cooperative and the survey applied to a sample of the Economically Active Population (PEA) of the city of Riobamba. Through the applied methodology, it was determined that the La Cooperativa de Ahorro y Crédito 27 de Noviembre has a low positioning and recognition within the market, which negatively affected its income volume. It is concluded through the bibliographic review that corporate branding and positioning are essential tools for building a strong and successful brand, and also that the cooperative lacks branding and positioning strategies.