Gestión de branding para posicionar al centro de capacitación en seguridad Oriente Cecasego Cía. Ltda. del cantón Shushufindi provincia de Sucumbíos.

Abstract

The main objective of this research work, entitled Branding Management to Position, the Security Training Center ORIENTE-CECASEGO CIA Ltda Shushufindi canton province of Sucumbíos, was to correctly manage the company's brand to improve its positioning in the market. In the first instance, the methodology for the research was a mixed approach since qualitative and quantitative data were collected, with a non-experimental, cross-sectional design. The field study was developed through a survey of 384 inhabitants and an interview with the General Manager, which determined the brand's current situation and the company and people's perception of it. The main results of the research decided that people choose a training school for the courses they offer and the ease of payment, likewise 39% know the company under study, they can easily remember the brand, they associate it with progress and development, and the value with which they identify it is trust; on the other hand, the advertising that the company does is limited due to the poor management of technological tools, which has prevented it from disseminating essential and valuable information; being a company that has accessible costs in its products and services. It is concluded that Branding Management generates positioning of the training school ORIENTE-CECASEGO Cia. ltda. Through the proper use of a model and the correct application of each of its phases; therefore, it is recommended to apply strategies based on the image, identity, architecture, notoriety, and value of the business brand to communicate them in social networks.