Branding para el posicionamiento de la marca gastronómica de la ciudad de Guaranda en la provincia Bolívar

Abstract

The objective of this research project called "Branding for the Positioning of the Gastronomic Brand of the city of Guaranda in the province of Bolivar" was to design a branding plan that allows the positioning of the gastronomic brand of the city of Guaranda, for which bibliographic sources were examined, studies of the macro and micro environment were carried out, as well as the design of strategies that allow the achievement of the positioning. For the methodology applied, a mixed research approach was determined, i.e., qualitative and quantitative variables were analyzed, a descriptive and exploratory level of research allowing the study of the problem posed and the collection of data through techniques and instruments such as the interview, interview guide, survey, survey questionnaire, observation, and observation guide. The research design was non-experimental because the variables under study were not manipulated, and cross-sectional type because a single data collection was carried out. Likewise, the inductive, deductive, analytical, and synthetic methods were applied, allowing us to analyze the information in a particular or general way and to synthesize it in the research findings. The study demonstrated the integrity of branding development for Guaranda, showing that 49% of the population considered the gastronomic brand important, and 46% thought it very important, with 65% stating that it is relevant for Guaranda to have a gastronomic brand. In addition, matrix analyses were carried out that subsequently allowed the creation of the gastronomic brand and the development of strategies focused on its positioning. It was concluded that the branding provided the brand with an identity and philosophy focused on strengthening the brand-consumer relationship, so it is recommended to analyze the new preferences and trends of consumers in the market to achieve the positioning strategies.