Estrategia de branding para el posicionamiento de la Junta de Artesanos Folklóricos del cantón Riobamba, en públicos de interés.

Abstract

Riobamba located in the central Ecuadorian sierra, its wide streets, friendly people, its plazas and markets are important for economic development in the area. It is in this city where the productive activity of craftsmen of several guilds takes place. Branding strategy for the positioning of the Junta de Artesanos Folklóricos de Riobamba in public interest has as its main objective the design of a strategy for positioning, which serves for the recognition of the Folk Craftsman's brand and product report Of each of the members produces. The methodology used by tools such as the interview, survey, electronic surveys to analyze the current situation of this association of artisans, has highlighted the public interest, then its positioning in the market, and mainly the image that the president and members As an association they have of the Folk Craftsmen. The conceptualization of attributes through the determination of benefits, discover a promise that is reflected in the campaign through advertising insight. The results show a deficient use of the current brand and necessary renewal, manifesting itself with the 99% of respondents who do not know the brand. Board members supporting group characteristics for their identity as manual capacity (32%), craft quality (29%) craftwork (17%) and conceptualizing their attributes and developing the strategy of increasing their members and position The new brand as a provider of quality products through advertising campaigns. In conclusion, the correct use of a brand supported in the communication to its stakeholders, through the correct message, manages to position the brand in the minds of the people to whom the message is addressed.