Re- branding para el posicionamiento de la marca Sumaq Papa en la Ciudad de Latacunga

Abstract

The Sumaq Papa brand does not have a positioning in the city of Latacunga, although the brand offers high added value handicraft products, it lacks significant recognition in its target audience due to the lack of effective positioning strategies. The research was based on the concept of rebranding as a crucial tool in stages of evolution, with the objective of modifying the visual identity of the brand to improve its perception and competitiveness in the market. The objectives included providing a theoretical foundation for rebranding, analysing the current situation of Sumaq Papa and establishing strategies for its positioning. The rationale focused on the need to improve brand recognition in the minds of Latacungueño consumers. The research focused on how a rebranding plan would allow the effective positioning of Sumaq Papa in the city of Latacunga. The methodology proposed was a mixed approach, with deductive and inductive methods, and techniques such as surveys and interviews to analysis perceptions and statistical data. A non-experimental, cross-sectional, field-based design was used, with a sample of 382 people from the economically active population of Latacunga. As a result, it was found that 71% considered the packaging to be important at the time of purchase and 46% considered the current logo of the company under study to be unattractive. Based on these results, a rebranding proposal was formulated and 7 concrete strategies were proposed to strengthen the visual identity of Sumaq Papa. It was concluded that the implementation of these strategies can significantly improve its positioning in the local market, improve its visibility, so that it obtains a greater differentiation from the competition and an improvement in the perception of consumers.