Gestión de branding de los productos lácteos del sector productor de la provincia de Tungurahua

The deep-rooted entrepreneurial tradition in the province of Tungurahua has led to a constant flow of new businesses each year, each eager to stand out in a saturated market. The similarities between brands have heightened the challenge of achieving effective positioning, resulting in the ephemeral existence of many ventures. This phenomenon underscores the pressing need for innovative strategies to ensure long-term viability in this competitive environment. In this context, the project focuses on analyzing the current branding management in companies associated with the Conlac-T dairy consortium in Tungurahua. The research addressed various sources, from historical backgrounds to a deep dive through bibliographic research involving consortium members. Additionally, surveys were conducted among the population, and interviews with branding experts were carried out, providing a comprehensive perspective on the situation. By understanding the current knowledge of the representatives and examining public perceptions, the project aims to outline specific strategies that strengthen the reach and differentiation of these brands. The effective implementation of these strategies will not only boost the visibility and competitiveness of the Conlac-T consortium but also foster its sustainability over time, solidifying it as a benchmark in Tungurahua's dynamic business landscape. This strategic approach seeks to ensure the continuous success and relevance of the associated brands in the ever-changing business ecosystem of Tungurahua.

• Главный автор: Campaña Arcos, Iryna Guadalupe (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2024
• Предметы: SECTOR LÁCTEO, , , ,; GESTIÓN DE BRANDING; CONSORCIO; CONLACT-T; MANEJO DE MARCA
• Online-ссылка: https://repositorio.uta.edu.ec/jspui/handle/123456789/41258