Browsing by Author "Suárez Ramírez, Luis Miguel"

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    Posicionamiento, Arquitectura e Identidad de marca: un estudio correlacional en el sector calzado de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-04) Suárez Ramírez, Luis Miguel; Saltos Cruz, Juan Gabriel
    The present investigation was oriented to the development and implementation of a brand management model that includes architecture, identity and positioning. Based on this model, it is expected to contribute with the business positioning in the footwear sector in the province of Tungurahua, considering that SMEs need to measure the value of their intangible assets, for this reason it was theoretically based and the positioning of the companies was diagnosed. different brands of the sector. The methodology was based on a categorical proposal that analyzed general theories from their sources and main authors. The classification of data was made through categories by abstract meanings, content and thematic unit. Based on the information gathered, it was possible to quantify the positioning of national companies according to consumer perception through the application of two instruments, the first was a structured survey applied to consumers of footwear in the province, the second was a formal structured interview with the owners of small and medium footwear companies in the province. The results obtained from the investigation revealed that the variables are valid in the measurement of architecture, brand identity and therefore the model is applicable as a tool for brand positioning in the mind of the consumer contributing to SMEs and the academic sector.