Imagen empresarial de la empresa "Automotriz Lara" ubicado en la ciudad de Vinces, durante el periodo 2022

Through the execution of the case study that is based on the business image of the company "Automotriz Lara" during the city of Vinces, located in the period 2022, it was possible to identify each of the elements that are related to identity, portrait and corporate branding, so that the business can influence the purchasing decisions made by customers, employees and the general public. The inductive method was applied to draw conclusions from conceptual frameworks related to corporate image, and a descriptive procedure was used to address the primary theoretical factors of the study. A survey was also applied to 135 random people, who were previously validated and measured with the LIKERT scale, resulting in an inadequate corporate image in the venture that therefore causes low profitability. Therefore, it is vital that businesses must efficiently develop each of the commercial and marketing characteristics based on logos, lifestyles, slogans, business portraits and solid financial, technological and human bases for a better market performance.

• Auteur principal: Figueroa Julio, Denisse Nicole (author)
• Format: bachelorThesis
• Publié: 2023
• Sujets: Imagen; Identidad; Branding; Estrategias; Posicionamiento
• Accès en ligne: http://dspace.utb.edu.ec/handle/49000/13701