Estrategias de branding para mejorar la imagen de las MiPymes de la ciudad de Guaranda, año 2022
This research addresses the issue concerning the application of branding strategies to MSMEs in the city, with emphasis on 2 case studies presented for further application as it is possible to denote that MSMEs do not generate positioning and its scope is limited due to a number of circumstances suc...
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| Formatua: | bachelorThesis |
| Hizkuntza: | spa |
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2023
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| Sarrera elektronikoa: | https://dspace.ueb.edu.ec/handle/123456789/4922 |
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Etiketa erantsi | Gaia: | This research addresses the issue concerning the application of branding strategies to MSMEs in the city, with emphasis on 2 case studies presented for further application as it is possible to denote that MSMEs do not generate positioning and its scope is limited due to a number of circumstances such as; the low level of organizational development, ignorance of the generation of corporate image among others, which does not allow them to generate beneficial utility for them. Therefore, the generation of branding strategies is proposed, in order to improve their image, benefit in positioning and generate a greater reach within the market. The main objective of the research was to design branding strategies to improve the corporate identity of MSMEs in the city of Guaranda "Cafetería la Guarandeñita and Centro de acopio de leche Guaranda". A methodology with a quantitative qualitative approach and descriptive scope was proposed. The development of the theoretical perspective is based on the review of academic and bibliographic documentation, legal, conceptual and theoretical support related to the study of branding. According to the analysis carried out, it is concluded that it is necessary to position the MSMEs more because due to the competition, the new technological advances, the correct use of corporate identity and the academic training that already exists within the local market make it a competitive place and of much economic flow, therefore, it is necessary and at the same time feasible the application of branding strategies that allow to improve the positioning of the MSMEs present in the city. Key words: Strategies, Branding, brand, image, positioning. |
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