Planteamiento de estrategias para mejorar la imagen de marca de la Empresa Aguas y Servicios en la cuidad de Machala.

Abstract

The purpose of this case study is to determine suitable strategies to improve the brand image of the public company Aguas y Servicios, belonging to the city of Machala, for this reason, a quantitative level methodology was used, through the structuring of a Survey guide based on the 6 dimensions of the Keller model, aimed at applying it in the target population, as to the numbers of respondents, based on the sample of finite populations, it was determined that there are 126 people, in addition, we proceeded to develop a Survey guide, aimed at knowing the brand identity of the company, in this way the data collection instrument was prepared. The main findings describe, according to the people surveyed, that the public company does not provide a service with guarantees, they also do not know the types of services offered, lack of knowledge regarding social and environmental actions, strategies were determined based on the dimensions of the model with the purpose of improving the brand image of the company Aguas y Servicios.