Propuesta de un modelo de Comunicación Corporativa para fortalecer el posicionamiento de los productos manufactureros de la economía popular y solidaria del cantón Riobamba

Abstract

The present investigation is about a corporate communication plan. It aims to strengthen the manufacturing product positioning of the popular and solidarity economy of Riobamba complying with the Law of Popular and Solidarity Economy and the Law on Artisan Defense to help the productive matrix change. This plan is for ASODISMAR, ASOPROTOTEX, ASOTEXMAVIF and COOPAR associations, whose aconomic activity is to manufacture textile products supported by the National Institute of Popular and Solidarity Economy, so that each association can solve current problems. A corporate identity handbook were posed for each association. The associations and their products cannot be identified easily, since they do not have a corporate image, brand and logo. Besides, they do not have proper communication strategies, since everything is done empirically. By applying these strategies, the associations will market their products and image. Thus, their demand will increase in the market and they will compete with known brands.