El branding como estrategia y el posicionamiento del sector lácteo en el Cantón Quero

The research entitled "Branding as a Strategy and Positioning in the Dairy Sector in Canton Quero" aims to address the fundamental lack of knowledge about branding and its strategies within the Consortium of Dairy Products of Tungurahua (Conlac-T) in Canton Quero, where it is currently being implemented in an empirical manner. The main objective of the project is to develop a strategic branding and positioning plan through the study and analysis of established dairy companies, with the purpose of enhancing branding strategies and positioning for the Tungurahua Dairy Consortium. A mixed-method approach, combining deductive and inductive methods, was employed. Qualitative tools, including interviews with experts in graphic design, marketing, administration, and Conlac-T partners, were conducted, alongside quantitative tools such as surveys administered to 369 individuals in Canton Quero. The purpose of this project was to formulate a strategic plan to propose branding strategies to Conlac-T through an investigation into established dairy branding strategies. The consortium is presented with a strategic plan encompassing these branding strategies to enhance recognition and positioning in the dairy sector market in Canton Quero. Based on the data obtained from the analysis, it is concluded that the branding strategies employed by market-leading brands are a viable option for the consortium. They can replicate the strategies outlined in this project for the optimal positioning of the Tungurahua Dairy Consortium in Canton Quero.

• Hlavní autor: Moyolema Sailema, Erick Ariel (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2024
• Témata: ESTRATEGIAS DE BRANDING; SECTOR LÁCTEO; QUERO; DISEÑO GRÁFICO
• On-line přístup: https://repositorio.uta.edu.ec/handle/123456789/41271