Gestión de branding para incrementar el posicionamiento de la empresa “Comercial Encalada” en la ciudad de Quito

Abstract

Theo purpose of this Curriculum Integration Study (CIS) was to design a value proposition to improve the company's positioning through good branding management, seeking to achieve brand differentiation and recognition. For this, an exhaustive, qualitative and quantitative diagnosis of the company was developed, at a macro and micro environment level, to know its current situation; this through the surveys, applied to citizens in Quito city, and interviews applied to the owner manager of the company; It should be noted that the level of research was exploratory and descriptive with a non-experimental cross-sectional design. The idea to defend focused on demonstrating the importance of applying a branding management in the company "Comercial Encalada" for its recognition which was confirmed in the results obtained from the market study. The results allowed us to identify that "Comercial Encalada" lacks recognition within the Quito market, so it was imperative to create a branding plan for its positioning, in addition, it was possible to define, based on the opinion of consumers, the best brand option for the company. In conclusion, the importance of a company having its own brand in order to create a positive impact on consumers, such as improving their credibility and motivating purchase, is evident. It was recommended to maintain an updated branding plan to increase not only brand recognition but also a portfolio of clients.