Planteamiento de un modelo de identidad de marca para el Banco Agrario de Colombia

Abstract

The present research work focuses on raising a model of brand identity for Banco Agrario de Colombia, which allows the entity to direct actions strategically -- A qualitative research is made, developed through in-depth interviews with three brand experts, four Banco Agrario employees who are related to the commercial and marketing areas, as well as six clients belonging to each one of the segments that the entity has: Farming (small and medium producer), microfinance, people, business and official -- The analysis of the interviews allows to identify the current brand equity of the bank, which shows a positive result only in the microcredit public (rural sector) -- This result is largely due to its agricultural vocation and focus on the rural sector of the country, as it becomes evident in the quality of the attention it provides from financial services to small farmers and small entrepreneurs -- In contrast to the previous result, there is a negative brand equity in the segments of large clients of the bank, private companies and the official sector (corporate and institutional sector), where the scarce presence of bank offices and advertising is notable, which provides little information about the brand to their current and potential customers, making this a bank with a low record in brand recall -- It should be noted that the level of service provided by the bank has not favored its image in these segments -- Subsequently, strengths, opportunities and challenges of the Banco Agrario brand were identified -- Its main strengths are: knowledge of the agricultural sector, affordable prices, and its effort to close market gaps in Colombia -- Within the identified opportunities stand out: the perception of specialized approach that people have about the bank for the agricultural sector and its vocation to support the progress of their customers and finally, as a challenge is to carry out a process of brand strengthening that allows to project a favorable image to the totality of its public objectives, by naming the importance and the value of the land for the society in general -- The results of this study compile elements and positive associations linked to the brand, which allow to materialize an identity proposal based on the sustainability of the Colombian agricultural sector, as well as the identification of opportunities and the inclusion of all its target audiences in the management of brand and proposition of value