Branding corporativo para posicionar la microempresa creaciones Heidy de la ciudad de Riobamba provincia de Chimborazo.

Abstract

This research aims to design a corporate branding to increase the positioning of the HEIDY microenterprise in the Riobamba canton. To accomplish this objective, the methodological framework of this study includes a qualitative and quantitative approach, an exploratory and descriptive level of research with a non-experimental design and of a transversal nature. In addition, research techniques and instruments were necessary to formulate an interview addressed to the Owner Managers and collect essential information on the current situation that the HEIDY microenterprise is going through. In this process, a questionnaire was designed for 245 people of the sample formula, where 75% of respondents were unaware of the existence of the microenterprise. Also, 92% of people consider offering a brand rather than a product as a primary choice for companies, businesses, and microenterprises. This result is confirmed by 89% of those surveyed who revealed the total renewal of the current brand. The market and microenterprise research findings and the Aaker Strategic Model were the basis for developing corporate branding, which consisted of three axes. The first relocated the information from the survey and the interview in a SWOT. The corporate identity structure was subsequently developed, which allowed the internal functioning of the microenterprise to be restructured. The second axis was focused on positioning the new corporate identity in the consumer's mind. This positioning was possible thanks to the proposal of twelve communication, identity, and positioning strategies, and finally, these strategies were evaluated. In this way, it is recommended to evaluate and monitor continuously the appropriate evaluation and control of the strategies to meet the proposed objectives.