Gestión de branding para posicionar el servicio daquiamigo de la Cooperativa de Ahorro y Crédito Fernando Daquilema en la Ciudad de Riobamba

Abstract

The Savings and Credit Cooperative "Fernando Daquilema," through its "Daquiamigo" service, lacks a brand, image, communication strategy, graphics, and the proper use of channels that would contribute to its differentiation. Consequently, the research aimed to design a branding plan to position the "Daquiamigo" service of the Fernando Daquilema credit union in the city of Riobamba. The methodology included both quantitative and qualitative approaches, with the research scope being exploratory and descriptive. A non- experimental cross-sectional design was used, and the study type was non-experimental, documentary, and field-based to gather information through methods, techniques, and instruments, including an interview with the head of the "Daquiamigo" service and a survey administered to a sample of the Economically Active Population (EAP) in Riobamba city. The applied methodology revealed that the "Daquiamigo" service of the cooperative has a low positioning among the target audience, as respondents are unfamiliar with the service, leading to a lack of recognition within the market. Finally, the information obtained through bibliographic sources provided a theoretical foundation for the research, offering a detailed understanding of branding and positioning. Potential partners are unaware of the "Daquiamigo" service.