Diseño de estrategias de branding para la empresa Spormancar de la ciudad de Machala para el año 2019.

Abstract

The purpose of this research is to design branding strategies for the company Sportmancar in the city of Machala. Its main objective is to determine the most appropriate branding strategies to improve the image of the company Sportmancar, where it is expected to find viable strategies that contribute to the company having a better position in the mind of the consumer and for that reason be one of the main options before the client when choosing before the competition. A quantitative investigation was carried out to a small sample of inhabitants of the city of Machala, where a deeper diagnosis of the positioning of the company can be established, the advertising media where the client wants to be informed about the service, the promotions that he has , of the acceptance and attraction that they have of the brand, in order to establish strategies that help their best performance in the short and long term, through the process the flaws that are causing the clients to have a bad impression of the image were known. corporate, for the lack of strategies and the direction of the administrative staff and drivers that the company has.