Estrategias comunicacionales de abreco en la ciudad de Babahoyo para el posicionamiento de la organización

This research project aims to analyze the impact of ABRECO's communication strategies on brand positioning in local businesses in the city of Babahoyo. A mixed-methods approach was used, combining qualitative and quantitative techniques such as surveys, interviews, and direct observation. The objective was to understand how the adoption of communication tools can enhance the positioning of brands linked to a single organization, allowing it to grow as a leading local association. The findings indicate that ABRECO struggles to strengthen its positioning due to the lack of a structured communication plan and a limited presence in digital media. Therefore, implementing digital strategies alongside active community engagement is essential to improving its visibility and establishing ABRECO as a key representative organization within the local business landscape.

• Tác giả chính: Salas López, Ingrid Dayanelly (author)
• Tác giả khác: Santana Monteros, Jhonny Santiago (author)
• Định dạng: bachelorThesis
• Được phát hành: 2025
• Những chủ đề: Estrategias comunicacionales; Posicionamiento; Organización; Imagen corporativa
• Truy cập trực tuyến: http://dspace.utb.edu.ec/handle/49000/18229