Gestión de branding para posicionar a la parroquia Santiago de Quito

Abstract

The following research work was focused on the development of strategies that make up a branding plan for the positioning of Santiago de Quito parish in Colta canton, Chimborazo province, through the development of branding and communication tactics for the generation of a unique image that represents the values, customs and culture of Santiago de Quito. For the development of this research a non-experimental design was used, through quantitative and qualitative research, by means of a theoretical foundation and a field study in the development of surveys and interviews to the target market for the data collection. The target public is the economically active working population of Chimborazo, for whom the positioning strategies will focus on the analysis of the information. The SWOT, MEFE and MEFI matrices were used to identify the current situation of the parish, evidencing the lack of recognition of a representative and communicative brand that is part of the tourist competition of the province. Therefore, the design of branding strategies will allow to achieve a tourist positioning at provincial and national level, in addition of being a presentation of the brand identity of the citizens of Santiago de Quito.