Estudio de caso: estructura de marca de los emprendimientos gastronómicos en la ciudad de Pasaje.

Abstract

The objective of the research is to know what the brand structures of gastronomic enterprises are like in Pasaje. This includes their positioning strategies and how they manage to have their brand being a constant in their customers' choices. To carry out this process, a conceptualization of brands and their importance, the identity and its types of existing derivations, the concept of brand image, the critical factors of an image and the reputation of a brand were given. In this research, it will be shown how these brands remain positioned and what their strategies are to ensure consumer loyalty; also, recommendations will be given to aim for the general public to become a potential client in the future. Regarding the methodological design, a qualitative research has been done in order to investigate what common characteristics these brands have. The case study was carried out based on the research done on four important factors for the brands such as brand owners, brand managers, consumers, and the general population. Interviews were conducted with the owners and managers as part of the research methodology, while surveys were conducted on consumers and the general public. The breakdown was as followed: 3 brand owners, 3 brand managers, 26 consumers and 117 people from the area; for each chosen sector a bank of questions was established according to each respondent. Based on these surveys, the following have been investigated: Verbal identity, visual identity, environmental identity, cultural identity, real image, ideal image, strategic image, dimensional image in valourization, dimensional image in remembrance, dimensional image in positioning, dimensional image in notoriety, dimensional image in differentiation and reputation. Thus, a comparative analysis was achieved providing a deeper understanding on what the business qualities are, how they work and how the gastronomic brands have been structured, strategies that have been applied, and if they meet the characteristics established by the consumers and citizens of Pasaje, as well as giving a change to the infrastructure of the premises, to attract more people and have a differentiator against the competition. Research will help future brands, but care must also be taken because the market is in constant systematic change and what is in the boom today, tomorrow could be a stock that regresses in positioning. The search for benefits in the market attracts the general public, which is why promotions should be added to reach more customers and be much more recognized.