BRANDING COMO ESTRATEGIA DE POSICIONAMIENTO A LOS EMPRENDIMIENTOS ADCRITOS A MECECOB

This research will cover branding as a positioning strategy in the enterprises attached to MECECOB to provide the opportunity to position itself among the enterprises in the city of Babahoyo, improving the economy of merchants. This not only benefits affiliated businesses, but also the Municipal Public Company of Markets, Shopping Centers and Bays of the Babahoyo Canton. It focuses on designing effective market strategies so that they stand out from the competition and are favorable for merchants attached to MECECOB. This study analyzes whether merchants manage to effectively connect with their target audience, through skills that seek to influence the minds of consumers so that they associate a brand with qualities, benefits or values that differentiate it and make it more attractive than the rest. Above all, it is sought that they achieve a defined brand and visual identity, since in this way it will be obtained to consolidate the image of a brand in an increasingly competitive digital environment.

• מחבר ראשי: CARPIO CARRASCO LUIGGY FERNANDO (author)
• מחברים אחרים: VILLENA CANEPA ALEXA ROUSEMARY (author)
• פורמט: bachelorThesis
• יצא לאור: 2024
• נושאים: Branding; posicionamiento; COMUNICACION
• גישה מקוונת: http://dspace.utb.edu.ec/handle/49000/17421