Análisis y propuesta de estrategias para el mejoramiento de imagen de marca del Gad municipal de la ciudad de Machala.

Abstract

Branding determines that, the perception that people have about the identity of an organization is what is known as image; This research details the analysis of the identity and image of the municipal GAD of the city of Machala and the approach of strategies to improve the brand's image of the municipality. The research process of this analysis was based on a documentary and descriptive research methodology; for the identity analysis, an interview was directed to the communication director of the GAD; and regarding the image, the application of surveys based on the Keller model through six dimensions mentioned by the author. As the final instances of the investigation, it was determined that, the identity of the current municipal administration lies in the promotion, development, inclusion and welfare of society; In the same way, according to Keller's resonance model, it is estimated that the municipality of Machala has a 55.8% acceptance and value of brand image based on the consumer, weighting that is extracted from the study of the six dimensions that highlights the model, which served to develop the strategies.