Browsing by Author "Alvear Jara, Carlos Gustavo"

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    El Branding como modelo para mejorar el posicionamiento de gestión de marca para el sector de producción de snacks de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2017-11) Alvear Jara, Carlos Gustavo; Moreno Gavilánez, Klever Armando
    The company "INDUFANNY" has been dedicated to the production and commercialization of snacks for more than 14 years, during which it has had to go through many stages in which it has been verified, that the strategies have been based empirically is to say that have been established under a previous study, for which with Branding is intended position in the consumer's mind. For this reason, the present research work is based on the study of Branding as a model to improve the brand positioning for the sector of snack production in Tungurahua, in which its main purpose is to determine the relationship between Brand Management and Positioning. This was possible by approaching and achieving the objectives which allowed us to come up with a proposal of strategies for the improvement of the Snacks company. For this research was used techniques and instruments necessary for the collection of information, between the technique this the survey, and as instruments the questionnaires, in addition to an interview with the owner manager of the company "Indufanny" allowing the achievement of the above mentioned objectives . It should be emphasized that through the conduct of the research, branding is planned so that companies pursue strategies in the offer of their product or service, the development of the brand will allow the company "INDUFANNY" Snacks, differentiate itself from the competition and create an identity image for the future and to potentiate itself in the consumer mind of the current and potential customer.