Branding corporativo para posicionar el gad de la Parroquia Capsol, Cantón Chunchi

Abstract

The parish GAD (Government Autonomous Decentralized) of Capsol lacks a corporate image, including a logo, icons, and a slogan, and it also lacks advertising strategies. The research aimed to develop a corporate branding plan to position the GAD of Capsol parish, Chunchi canton in the Chimborazo province. The method used was a mixed approach (quantitative and qualitative), with the exploratory and descriptive research level. A design based on the independent variable manipulation was used, and the type of study was both documentary and field research to obtain information through methods, techniques, and instruments, including interviews with GAD officials and surveys applied to a sample of the Economically Active Population (EAP) of Chimborazo. Through the applied method, it was determined that the GAD of the Capsol parish considers it important to have its own brand that reflects the community's identity and conveys trust. However, it lacks a mission, vision, and values to help define its objectives. The information obtained from the bibliographic sources is concluded to provide theoretical support for the research, achieving a detailed understanding of branding. The Capsol Parish GAD lacks a corporate brand, business philosophy, and positioning.