Branding corporativo para el posicionamiento de marca de la Asociación de Producción Artesanal Emprendedores Primicias ASOPROAPRIM de la ciudad de Riobamba

Abstract

The present study called "Corporate Branding for the positioning of the Association of Artisan Production Entrepreneurs PRIMICIAS ASOPROAPRIM located in Riobamba city" is aimed to design a branding system for the recognition of the association "PRIMICIAS" and promote each of the products offered by its members. For this research, techniques and instruments for the collection of information were used, a survey, which was digitally applied to the EAP (economically active population) of Riobamba city and as an instrument, a questionnaire, in addition an interview with the president of the association "PRIMICIAS"; in addition, a current analysis of the association was carried out by means of the elaboration of a SWOT matrix that allowed to determine the strengths, weaknesses, opportunities and threats. It should be noted that by conducting the research, it is planned that the branding for organizations pursue strategies in the communication of products and services, the development of the business philosophy and the brand will allow the Association of Craft Production Entrepreneurs PRIMICIAS ASOPROAPRIM to differentiate itself from the competition and create a corporate brand for the future and position it in current and potential customers minds