Branding estratégico para la empresa Urco Asesores de Seguros
The general objective of this research was to develop a strategic branding plan with the purpose of improving the positioning of the brand in the sector, for the company Urco Asesores de Seguros, through a market study. The methodology was based on a descriptive study, with a mixed approach, bibliog...
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| Format: | bachelorThesis |
| Sprache: | spa |
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2024
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| Online Zugang: | https://repositorio.uta.edu.ec/jspui/handle/123456789/42872 |
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| author | Sandoval Cañar, Dennis Javier |
| author_facet | Sandoval Cañar, Dennis Javier |
| author_role | author |
| collection | Repositorio Universidad Técnica de Ambato |
| dc.contributor.none.fl_str_mv | Ruiz Pérez, Christian Gabriel |
| dc.creator.none.fl_str_mv | Sandoval Cañar, Dennis Javier |
| dc.date.none.fl_str_mv | 2024-09-10T17:04:03Z 2024-09-10T17:04:03Z 2024-08 |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://repositorio.uta.edu.ec/jspui/handle/123456789/42872 |
| dc.language.none.fl_str_mv | spa |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Técnica de Ambato instname:Universidad Técnica de Ambato instacron:UTA |
| dc.subject.none.fl_str_mv | SEGUROS DISEÑO GRÁFICO BRANDING ESTRÁTEGICO POSICIONAMIENTO DE MARCA MARKETING DE SERVICIOS |
| dc.title.none.fl_str_mv | Branding estratégico para la empresa Urco Asesores de Seguros |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The general objective of this research was to develop a strategic branding plan with the purpose of improving the positioning of the brand in the sector, for the company Urco Asesores de Seguros, through a market study. The methodology was based on a descriptive study, with a mixed approach, bibliographic and field analysis. 4 samples were used, the first were 384 inhabitants of the city of Ambato as potential clients, the second were 35 business clients, the third were 3 direct suppliers and strategic allies and the fourth were 3 marketing and branding experts. In conclusion, develop a strategic branding plan to strengthen the brand identity and increase its visibility and competitiveness, attracting new customers and building loyalty among current ones. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UTA_f36fb4e067f3f081448afaad7aadffce |
| instacron_str | UTA |
| institution | UTA |
| instname_str | Universidad Técnica de Ambato |
| language | spa |
| network_acronym_str | UTA |
| network_name_str | Repositorio Universidad Técnica de Ambato |
| oai_identifier_str | oai:repositorio.uta.edu.ec:123456789/42872 |
| publishDate | 2024 |
| reponame_str | Repositorio Universidad Técnica de Ambato |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Técnica de Ambato - Universidad Técnica de Ambato |
| repository_id_str | 0 |
| spelling | Branding estratégico para la empresa Urco Asesores de SegurosSandoval Cañar, Dennis JavierSEGUROSDISEÑO GRÁFICOBRANDING ESTRÁTEGICOPOSICIONAMIENTO DE MARCAMARKETING DE SERVICIOSThe general objective of this research was to develop a strategic branding plan with the purpose of improving the positioning of the brand in the sector, for the company Urco Asesores de Seguros, through a market study. The methodology was based on a descriptive study, with a mixed approach, bibliographic and field analysis. 4 samples were used, the first were 384 inhabitants of the city of Ambato as potential clients, the second were 35 business clients, the third were 3 direct suppliers and strategic allies and the fourth were 3 marketing and branding experts. In conclusion, develop a strategic branding plan to strengthen the brand identity and increase its visibility and competitiveness, attracting new customers and building loyalty among current ones.El objetivo general de la presente investigación fue desarrollar un plan estratégico de branding con el propósito de mejorar el posicionamiento de la marca en el sector, para la empresa Urco Asesores de Seguros, mediante un estudio de mercado. Como metodología se basó en un estudio descriptivo, con un enfoque mixto, un análisis bibliográfico y de campo. Se utilizaron 4 muestras, la primera fueron 384 habitantes de la ciudad de Ambato como clientes potenciales, la segunda fueron 35 clientes empresariales, la tercera fueron 3 proveedores directos y aliados estratégicos y la cuarta fueron 3 personas expertas de marketing y branding. En conclusión, desarrollar un plan estratégico de branding para fortalecer la identidad de la marca e incrementar su visibilidad y competitividad, atrayendo a nuevos clientes y fidelizando a los actualesRuiz Pérez, Christian Gabriel2024-09-10T17:04:03Z2024-09-10T17:04:03Z2024-08info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisapplication/pdfhttps://repositorio.uta.edu.ec/jspui/handle/123456789/42872spainfo:eu-repo/semantics/openAccessreponame:Repositorio Universidad Técnica de Ambatoinstname:Universidad Técnica de Ambatoinstacron:UTA2024-09-10T17:04:04Zoai:repositorio.uta.edu.ec:123456789/42872Institucionalhttps://repositorio.uta.edu.ec/Universidad públicahttps://uta.edu.ec/https://repositorio.uta.edu.ec/oai.Ecuador...opendoar:02026-01-24T20:38:45.589349Repositorio Universidad Técnica de Ambato - Universidad Técnica de Ambatotrue |
| spellingShingle | Branding estratégico para la empresa Urco Asesores de Seguros Sandoval Cañar, Dennis Javier SEGUROS DISEÑO GRÁFICO BRANDING ESTRÁTEGICO POSICIONAMIENTO DE MARCA MARKETING DE SERVICIOS |
| status_str | publishedVersion |
| title | Branding estratégico para la empresa Urco Asesores de Seguros |
| title_full | Branding estratégico para la empresa Urco Asesores de Seguros |
| title_fullStr | Branding estratégico para la empresa Urco Asesores de Seguros |
| title_full_unstemmed | Branding estratégico para la empresa Urco Asesores de Seguros |
| title_short | Branding estratégico para la empresa Urco Asesores de Seguros |
| title_sort | Branding estratégico para la empresa Urco Asesores de Seguros |
| topic | SEGUROS DISEÑO GRÁFICO BRANDING ESTRÁTEGICO POSICIONAMIENTO DE MARCA MARKETING DE SERVICIOS |
| url | https://repositorio.uta.edu.ec/jspui/handle/123456789/42872 |