Gestión de branding para posicionar la marca gastronómica de la Parroquia Bayushig

Abstract

In this research project, the Bayushig parish is disclosed, detailing the problems it faces due to the lack of a brand and lack of promotion of products, especially the corn tortillas made from volcanic stone. Therefore, the objective of the research is to develop a “Branding Management to position the gastronomic brand” that promotes the parish and highlights its gastronomic aspect in the Bayushig parish in the province of Chimborazo, year 2024. For the applied methodology, it was determined a mixed research approach, that is, qualitative and quantitative variables were analyzed, a descriptive and exploratory level of research allowing the study of the problem posed and capturing data through techniques and instruments such as an interview, an interview guide, a survey, a survey questionnaire, an observation Guide. The research design was non-experimental as the variables under study and cross-sectional were not manipulated due to a single data collection was carried out. Likewise, inductive, deductive, analytical and synthetic methods were applied, allowing the information to be analyzed in a particular or general and synthesize it in the research findings. In addition, matrix analyzes were carried out that subsequently allowed the creation of the gastronomic brand and the development of strategies focused on its positioning. It was concluded that Branding will provide the brand with an identity and philosophy focused on strengthening the relationship between brand and consumer. Therefore, it is recommended to analyze the new preferences and trends of consumers in the market to achieve positioning strategies and For this purpose, it is proposed to adapt branding strategies to reach different segments of the population.