Banco Pichincha y el cambio del logo como estrategia de marketing bancario para posicionar su marca.

Abstract

The present work has as objective to describe the banking marketing strategies used by Pichincha Bank in the face to change the logo, to position its brand; granting a perspective of the actions carried out by the entity. The methodology applied is according to a qualitative approach with secondary data collection in which the strategies used are investigated and described. The results of the study reflected that Pichincha Bank applies loyalty and positioning marketing strategies, marketing mix of innovation, technological development and digital marketing, focused on generate satisfaction and build trust to its customers. This research allows to conclude that the strategies are oriented to conquer young clients as a new segment; using marketing tools that allow to compete with current market trends.