Gestión de branding para posicionar la marca de la microempresa Sm Club Food & Games del cantón San Miguel

Abstract

The study entitled "Branding management to position a microcap company called SM CLUB FOOD & GAMES located in San Miguel canton" was aimed to design a correct and efficient brand management within the local and national market of fast food industry and alcoholic and non-alcoholic drinks. For which qualitative and quantitative research approaches were used, with an exploratory and descriptive level. This research was supported by statistical methods such as Cronbach's Alpha and Chi Square to validate the questionnaire and test the hypothesis, respectively. Therefore, two techniques were applied, a survey which was applied to the active economic population of San Miguel, people aged 20 and 70 years old were taken into account, and an interview with the general manager of the company who provided necessary and relevant information that allowed the implementation of a proactive framework based on the stated objectives. Once the information was obtained, it was concluded that the microcap company is in a low position within the market, it was also evident that it lacks a guide for the reproduction and efficient communication of the brand. In addition, a corporate identity manual was implemented, which includes the basic tools for the correct use and graphic application of the SM CLUB FOOD & GAMES brand in all its possible expressions, considering the needs of people responsible for interpreting, articulating, communicating and applying the brand in its different areas. This was accompanied by branding, positioning and communication strategies that contributed to the fulfillment of organizational objectives. Finally, it was concluded that companies, regardless of their size or activity, must adapt branding strategies to models established by experts, always taking into account their business philosophy.