Análisis y propuesta de mejoramiento de imagen de marca de la empresa “Diario El Nacional” de la ciudad de Machala.

Abstract

The present researh is focus in the newspaper company El Nacional, which is the firt newspaper Orense, it has 54 years of institutional life and with the advancement of technology has been losing prominence in the city of Machala, since no corporative image renewal has been made, this is very important because in this way the product offered in the market is being taken care of and it will be taken into account by the consumer, because they deserve the best, quality products. With the help of branding, brand image, corporate identity, a solution to the problematic that arose could be established in a better way. What is sought in this research is to analyze the possible flaws that the company has and be able to find a solution that generates proposals according to the current market, so that it is transmitting harmony in its designs, colors, structures and is recognized as a company that looks after the welfare of its clients.