Estrategias para mejorar la imagen de marca de la empresa claro en la ciudad de Machala.

Abstract

Companies are always aware of the image they have within a certain sector of the society in which they work. This in marketing is called brand image which is the cognitive and affective representation that a person has towards a certain brand or product, a situation that serves to market the products with a certain competitive advantage. The company Conecel S.A. whose brand is Claro, is the main provider of mobile phone services in Ecuador, making it the leader of the Ecuadorian market. The large size brings a high level of competitiveness to stay at the top for what you need to develop strategies to improve your brand image to increase the perception of quality of their products and services. The general objective of the research is to develop strategies to improve the brand image of the company Claro in the city of Machala. In the research, the qualitative and quantitative method was applied. The techniques used were the surveys directed to the population of the city of Machala, the focus group aimed at Claro clients, and the bibliography to obtain statistical and conceptual information to give scientific support to the research. The alternative solution of the work is to design strategies that serve to improve the brand image of Claro, the main provider of mobile telephony in Ecuador, generating a perspective of quality of its products and services to increase the loyalty of its customers.