Fortalecimiento de la imagen de la marca diconhisa, empresa del grupo Drouet, Guayaquil, año 2016

The development of this research was directed to the analysis of issues presented by the DICONHISA brand, a company from Guayaquil dedicated to design, build and implement the Detection and Fire Prevention Systems for medium and large enterprises from different economic sectors; where the lack of innovative marketing strategies and bad government decisions have caused poor brand image and low market recognition, thus affecting the growth opportunities of the company; for this reason, it was examined how to strengthen the image of the DICONHISA brand and improve its market share through the design of Penetration Strategies and Marketing Communication as tools; which updated and position the brand and inform customers and the general public of the services offered. To carry out this purpose, a scientific descriptive research was conducted with a mixed approach and a market study using as instruments to the interview and survey, the same that allowed the analysis of the perceptions of the target group and formulation targets aimed at increasing the Share Market by 30%, as its sales by 12%, demonstrating how important the work on building the brand, example: the identity of the brand and to have disseminated properly, achieving a strengthening of its image in the market, and that it becomes an asset of the company…..

• Egile nagusia: Burgo Lara, Lisseth Alexandra (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2016
• Gaiak: Posicionamiento; Marketing; Imagen; Marca
• Sarrera elektronikoa: http://repositorio.ulvr.edu.ec/handle/44000/1063