El valor de las estrategias de marca en las PYMES en tiempos de pandemia en Machala

Abstract

The present investigation has as purpose characterize value that SMEs have provided their brand strategies during pandemic time in the Machala city. To carry out this process first, conceptualizing begins conceptualizing the importance of a brand and its strategies what is our field of action because the companies are destined as the subject of study what are SMEs. These small businesses are the key point and strategic since during the time of pandemic they were the most affected and many had to close among the reasons to subsist to the times of work stoppage the brand plays a fundamental role and strategies to find a way to continue working without stopping production. In the development of this work it will be described the way SMEs work their brands and the strategies they use. Within this section we continue talking about brand, definition, structure, identity and image, its dimensions, reputation, in addition to strategies, branding conceptualization, co branding, content and influencers, how management is given and the importance that SMEs have provided since the times of pandemic, to all this, it is attributed the way to communicate to the public. Regarding the methodological design is based on qualitative, research so it is intended to inquire on the knowledge that SMEs have about brand strategies and the importance they place on it how they are developing them to create content and keep offering your work to society and maintain a good brand image. The explanatory method will be used since the idea is to determine and explain the reasons for our case study. At the same time an analysis will be carried out in the image of the selected SMEs as part of the investigative work The case study was carried out from of the investigation what was done to four sectors involved like are SMEs, communication agency, professionals and the general public. As part of the methodology an in-depth interview was conducted to a communication agency and surveys with the other three selected parties, eight branding professionals, seventy-two SMEs taken from the project “Levanta lo nuestro” and two hundred forty-two people of the Machala city, each sector responded to a bank of previously established questions according to the context that each one lives. From the information obtained for each investigated sector, it begins to classify the opinions of the four sectors from variables: Brand, Notoriety and Notability, pandemic, Influencers, project “Levanta lo nuestro”, content and co branding. Of the whole process finally a comparative analysis was achieved with all aspects obtained. It was possible to determine the ways of working of SMEs during the pandemic and the strategies they had applied in addition to confirming if it is fulfilled the value they claim to give to their brands, this by comparison contrasted with the opinion of professionals and the public who are the ones who acquire services or products.