Manual de marca para el fortalecimiento de la identidad corporativa e imagen de la Empresa Láctea San Miguel , año 2023

The following research work seeks to demonstrate that through analysis, description and research it is possible to find shortcomings and strengthen them. Therefore, the following study begins by describing in detail the problems faced by the company. At the same time the solution is proposed, which within the study is to create a brand manual in order to strengthen the image and corporate identity of the company. With the management of the brand manual what is sought is to change the perception that people have about the brand, that the corporate values are identified and above all there is a noticeable difference compared to the competition. Through the new efforts, it is sought to have higher sales and therefore better profits, since it provides a significant reach. The methodology used in the research study was analytical and descriptive in two different ways, specifically focused on the field study, the combination of the two studies allows observing, analyzing, synthesizing and describing the current situation of the company San Miguel, and after that, with the collection of information, the brand manual was developed and at the same time strategies and necessary actions were designed to improve the positioning, increase the scope and strengthen the image and corporate identity of the brand.

• מחבר ראשי: Inga Yuquilema, Rosa Fabiola (author)
• מחברים אחרים: Sinchipa Pilamunga, Margoth Mayra (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2024
• נושאים: MARCA; IDENTIDAD; IMAGEN; POSICIONAMIENTO
• גישה מקוונת: https://dspace.ueb.edu.ec/handle/123456789/6846