Gestión de branding para el posicionamiento de marca de la importadora de la Cruz Cell en la ciudad de Ambato

Abstract

The following research consisted in the implementation of a branding management for the brand positioning of IMPORTADORA DE LA CRUZ CELL, with the objective that the company can be identified in the local market to be able to expand in the national market in the future and thus achieve a better market share in the telecommunications market and the distribution of cell phone accessories, the research was conducted through a field study with a population of 306214 for which was taken into consideration a range of ages between 15 to 59 years, likewise the application of the sample formula with finite population resulted in that 246 surveys should be applied to customers of the company, considering that this survey applies the technique of non-probabilistic sampling by convenience which is used to create samples according to the ease of access to the members of the sample, in addition an interview was conducted with the manager of the company for which some of the questions of the RMG matrix were used as a guide, tool whose purpose is to help define the strategic and competitive level of the company, all this study resulted in knowing the tastes of customers who have at the time of acquiring accessories for their mobile devices, also according to the field information was found shortcomings such as lack of brand and lack of knowledge of communication strategies. Through the interview, it was evident that the strategic level of the company is in the ravine area. Also, in conjunction with the observation sheet applied, it was identified that the merchandise does not attract the attention of customers. In this way, it was possible to express strategies to help improve marketing, such as brand design, market positioning, loyalty of existing customers and capturing the attention of potential ones. So, it is recommended to the company to execute the construction of a brand that is supported by the reproduction guides of the same. This will help in the strategies of integral communication marketing, which will work as a system by which the corporate identity is transmitted, generating an impact on the consumer as well as influencing its positioning efficiently and favorably.