Branding emocional y su relación con el posicionamiento de la marca Bakardo S.A. de la ciudad de Riobamba

Abstract

By omiting emotional branding, the company Bakardo S.A was affected with the absence of an identity and image to differentiate it from its competitors, being difficult to transmit correct emotions, experiences and memories to consumers. In this way, the objective of this study was to develop Emotional Branding for the positioning of Bakardo S.A. located in Riobamba city, causing an adequate emotional relationship with customers that benefits the positioning and profitability of the organization. The methodology had a qualitative-quantitative approach, a descriptive and correlational research level, as well as it established a non-experimental and cross-sectional design, with a type of documentary and field study, Once this methodology was applied, a market investigation was obtained that allowed to know the current situation of Bakardo S.A. through an interview with the CEO and workers of the company. In addition, the information about tastes and preferences of potential and actual customers of technological products was collected. Therefore, a survey was applied based on the ISR Model to a total sample of 382 people from the active urban economic population in Riobamba city. Likewise, the eye-tracking biometric equipment in a total of 13 participants in order to choose a brand proposal. 55% of the surveyed population think that Chip is the most attractive name for the company, as well as in the results obtained by the biometric equipment. Emotional Branding in the company will allow the clients to experience several emotions that will make them feel part and more attracted to the company, thus contributing to the brand to reach a high positioning level within the market. It is recommended to implement this proposal by measuring the strategies during the established time.