Gestión de branding para el posicionamiento de la cafetería Brothers Café en la ciudad de Riobamba

Abstract

The branding management for the positioning of Brothers Café located in Riobamba city was built with the purpose of meeting the objective related to branding design as a positioning strategy for the company. For the development of the research, technical and e-learning methods were considered. instruments to support the development of the topic that were based on the investigation, a survey of the population, an interview with the general manager, a situational analysis where several shortcomings were identified, such as the company's brand is not known in the local market, little information to customers through technological means, lack of socialization of the corporate philosophy, products are not promoted through the different media, there is no formal complaint resolution program for the customer, the company does not carry out permanent training. To solve the problem, a brand positioning strategy was proposed in Riobamba city, which will depend on correct technological management in the consumption of information in digital media, as well as the maintenance of a physical support for the sale of healthy and healthy foods. quality seeking to generate a new approach through the communication and dissemination of the brand, appealing to emotional, cultural, and innovative aspects, which will directly impact the positioning of the brand in the city, allowing the target audience to approach real to the organization.