Rebranding para el posicionamiento de la empresa pública CONDUESPOCH en la ciudad de Riobamba

Abstract

In this study, the development of a rebranding proposal for the company Conduespoch was addressed. Due to the company did not show an adequate brand management, the main challenge it faced lay in the lack of brand recognition. The main objective of this initiative was to design a rebranding plan for the company Conduespoch E.P, with the purpose of improving the perception of the brand among consumers and strengthening its positioning in the market of Riobamba city. The methodology adopted was a mixed approach, combining quantitative and qualitative aspects at a descriptive level. A documentary and field study was carried out through interviews directed at the manager of Conduespoch to identify the strengths and weaknesses, and surveys that were applied to the economically active population of Riobamba city in order to demonstrate the reliability of this instrument. It was verified using Cronbach's alpha itself, which resulted in 0.831, which belongs to the very good range. The results revealed that the Professional Drivers Unions of Chimborazo, George Washington and Center Drive schools were the strongest competition for Conduespoch. Furthermore, 40% of respondents believed the brand needed modification, supported by the fact that 36% perceived the brand as unattractive. These findings support the idea that a rebranding could revitalize the brand and improve its position in the market. In conclusion, this research proposed 12 rebranding strategies for Conduespoch E.P. with the aim of optimizing its brand image and consolidating its presence in the competitive market of Riobamba city.